Jack Daniel's:
Live at Last

Scope of Work:

Activation Branded Content Campaign Digital Music Strategy

When live music was on pause, Jack Daniel’s pressed play!

To celebrate the return of live Aussie music after a challenging year, Secret Sounds & Jack Daniel’s presented the Live at Last tour. Through intimate live shows, the campaign provided support and opportunity for local venues, bringing artists back on stage to do what they love and delivering memorable moments to fans that really make it count.

The first run of shows featured Hockey Dad at The Lansdowne in Sydney, and Dear Seattle and Last Dinosaurs at The Triffid in Brisbane.

Live at Last returned in 2022 with a national tour featuring Pond, Psychedelic Porn Crumpets, Ruby Fields and San Cisco.

Pre and post event content helped amplify the campaign, bringing the viewer along for the ride, experiencing the story with same pace and energy as the fans in the room.