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Jack Daniel’s had just announced their exciting partnership with McLaren Racing.
Following a competitive pitch process we were awarded the creative delivery of their presence at the British GP at Silverstone.
Alongside a Fanzone in the general admissions area, we were tasked with transforming a small hotel suite into a luxurious VIP area with unmatched trackside views.
The suite was modern and functional but lacked personality and a sense of flow.
And, while we were able to remove some furniture we had to work around several built-in pieces and fixtures.
We created Jack’s Penthouse, a comfortable space for our VIPs to escape the crowds and enjoy the action with a delicious Jack Daniel’s serve. We completely redesigned the space, with new wall and floor coverings, branded furnishings and F1 memorabilia.
We designed a custom bar with a stunning back-lit bottle display to keep our guests refreshed.
Alongside delicious themed cocktails, tasting sessions were paced throughout the day where our VIPs could experience some of Jack’s most exclusive vintages.
Our clients were delighted with the transformation and we received glowing feedback from our VIPs.
The hotel was so impressed with our reinvention of the suite, that the activation was used as a best in class example of brand takeovers.
Following this success, we were awarded the project for the following year.
Client: Jack Daniel’s | Agency: The Evolve Group