To promote the release of its new drink - Tennessee Fire - Jack Daniels deployed three large-format special builds, of which two were planned and booked with JCDecaux by Kinetic.
The creative featured a two-dimensional Jack Daniels Tennessee Fire bottle on a blazing coal background with the message “It takes Fire to make Jack, and Jack to make Fire.”
The bottles also featured a dramatic halo lighting surround to help emphasize the fiery creative. 
The dramatic, multi-layered special builds were positioned on London’s iconic Old Street roundabout and on one of Manchester’s busiest arterial routes: Mancunian Way.
Jamie Carey, Assistant Brand Manager at Brown-Forman, said: "We are very excited to be supporting the launch of Jack Daniel's Tennessee Fire with such impactful OOH. The execution has allowed for the product to be heroed while bringing to life the brand narrative."
The special builds were live from the 2nd November to 16th November, as part of a wider campaign.