Jack Links
The Wild Thing
Role: Creative Direction
This project was developed while working with SDIMKTG
The Brief.
Jack Link’s is North America’s leading beef jerky brand – but certainly in Canada they weren’t acting like it. As the brand’s AOR, we put together a brand strategy that ensured they talked the talk and walked the walk.
The Idea.
As part of that strategy, using the brand purpose “To Fuel the Adventurous Spirit” as our inspiration, we created The Wild Thing, a unique mobile structure that would communicate and amplify the unique character of the brand in a fully immersive experience.
In order to be authentic, when it came to experiential we couldn't just give out product for the sake of it, we had to do more. We also wanted the mobility to activate in the appropriate areas for a brand of our scale.
Jack Links already had a well-crafted personality, anchored by the iconic Sasquatch mascot. With this top of mind we created a structure in the style of a rustic wilderness cabin, one that houses many random elements that reflect the humourous aspects of the brand DNA.
Inside The Wild Thing are a collection of oddball items like a “Jerky-Man” retro arcade machine, a “Workin’ Out with Sasquatch” photo opp, a very unique collection of records - as well as plenty of hidden swag for consumers to discover and enjoy.
