The web series, created by Mutato and Pupila Dilatada, features testimonials from Marcelo, the band’s musicians, producers and friends
Jack Daniel’s teamed up with musician Marcelo D2 to launch a web series that is based on the IBORU project and has ten episodes that reflect the whiskey brand’s new communication lens, “Make your Own Labels”, with the purpose of encouraging people creating their own labels.
Conceived by the Mutato agency and produced by Pupila Dilatada, Marcelo D2 himself and Luiza Machado, the episodes will feature testimonials from Marcelo, musicians from the band, producers and friends talking about stigmas, resignification and labels and how this impacts each person’s life. .
The episodes begin with Marcelo D2 talking about the labels he received during his life and how he reinvented himself to create his own.
“The web series is an opportunity to deliver exclusive entertainment content to fans of Jack, Marcelo D2 and samba. Furthermore, it is an innovative way of showing the synergy that the brand has with a project that gives new meaning to traditional samba labels and with an artist who is not limited to the labels imposed by society. Thus, we reinforced the concept of the Jack Daniel’s campaign in a fluid way and supporting a new chapter of Brazilian popular music”, stated Lucia Abreu, Integrated Communications Manager at Brown-Forman in Brazil, Paraguay, Uruguay, the Caribbean and Central America.
Furthermore, the series also presents a little more about the process that led to the development of IBORU and is the basis for the next chapters, which address topics such as respect for traditional samba, the impact on the new generation and the Brazilian music-cultural scene.
“Through IBORU, D2 proposes a new aesthetic to the samba universe and we see in this proposal a very authentic expression and a lot of synergy with Jack Daniel’s positioning. Therefore, we are confident that this Web Series will bring the brand even closer to Brazilian consumer and encourage people to break away from the labels imposed by society and make their own choices. And no one is better than D2 to help us tell this story”, added Mariana Visconde, Jack Daniel’s Brand Manager in Brazil.
The episodes will be released between September and December, on the Jack Daniel’s Brasil Instagram page.
