Jack Daniel's has launched a new multi-media out-of-home campaign via Starcom Australia being activated across Melbourne CBD and Sydney’s inner west and eastern suburbs.

The campaign features an audio-activated mural, a 3D billboard, and a 'peel back' billboard, which slowly reveals a hidden message from the liquor brand. The campaign aims to build brand love and advocacy among Australians of drinking age.

The campaign is part of Jack Daniel’s 'Make it Count' brand platform, which encourages adult Australians to reject societal labels and live boldly. The campaign also includes activity across television, social and online video. The 'Make it Count' campaign will run in Australian markets until April 2024.

"The 'Make it Count' campaign embodies the independent spirit of Jack Daniel's. Through this eye-catching, innovative campaign, we're able to celebrate individuals who choose to live boldly and enjoy the ride," said Senior Brand Manager at Brown Forman, Ale Alvarez.

"Jack Daniel’s can create a human experience that injects something magical into the moment like no other alcohol brand. It means that, at Starcom, we are focused on media that sparks a sense of buzz and excitement for consumers. We have thoroughly enjoyed partnering with Jack Daniel’s to bring the ‘Make it Count’ platform to life in a way that engages not just us marketing folk, but everyday Australians as well," added Starcom Australia Business Director, Patrick Bell.