The successful strategy of the Truth campaign is to give teens a more intelligent, hipper and attractive brand to adopt than any cigarette brand (which, when you think about it, isn’t that hard). NORTH Digital Director Chris Teso was instrumental in establishing the Truth brand with digital, interactive and environmental assets. These online experiences gave teens the resources needed to engage and spread Truth from peer to peer.

Follow these links to see samples from various Truth digital initiatives by Chris Teso.

tour.thetruth.com

www.singingcowpoke.com

infect2006.thetruth.com

found.thetruth.com

www.whadafxup.com

The original, iconic Jack Daniel’s print campaign lasted fifty years and set the bar for true brand loyalty. It did not, however, survive the changing media landscape. For over twelve years with Arnold Worldwide, North ECD Mark Ray shepharded new creative evolutions for a global campaign that kept with the brand’s authentic values. The brand is now the world’s largest selling whiskey, valued at over $8 billion in equity.

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Over the last decade, while at Arnold Worldwide, North exec creative director Mark Ray and executive producer Steve Rauner leveraged their own experience in the American indie rock scene to build upon the formidable Jack Daniel’s rock and roll legacy. The result is a signature brand language and credible entertainment program for a new generation of music fans.

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