Jack Daniel’s Sound of Summer

In 2019, DIY teamed up with Jack Daniel’s for their Sound of Summer activation, which took place in collaboration with their customer partner Mitchells & Butlers in O’Neill’s pubs across the country.

While Jack Daniel’s Presents – the brand’s large live activation – was designed to reach a wider scale of audience, the Sound of Summer campaign was designed to offer support to more up-and-coming artists within the music industry. The two campaigns worked together to complement each other perfectly, with the Sound of Summer giving a young artist the once-in-a-lifetime opportunity of supporting a stadium-sized act.

The talent search saw over 280 bands apply, with those acts playing at 32 regional heats before being whittled down to a final six semi-finals. Each of the finalists then received an incredible prize of £1000 each, as a token to help kickstart their career. The final winner – Oxford quartet Lacuna Common – were invited to play a three-date regional tour, before supporting the incredible Biffy Clyro in Birmingham for the Jack Daniel’s Presents show.

Not only were DIY invited to manage the entire talent search process and book the three-date regional tour, but we also provided media coverage and social amplification throughout the campaign.