JD Track Mat Dock
A Jack Daniel's barrel is converted into a music player

Project details
Brief
Raise awareness of the brand's Rock'n'Roll heritage
Strategy
Develop a product to showcase sponsored bands and their songs
Implementation
A hand-crafted JD barrel which plays band music
Deliverables
- Design installation
Client
Brown-Forman with Jack Daniel's
Agency
Agency Republic
Senior Creative Technologist
Markets
- United Kingdom
Audience
- 19-29-year-olds
Lifespan
01 October 2013
Key technologies
Arduino
NFC
MP3 Shield
Electronics
Campaign
JD Track Mat Dock
Campaign overview video.
Artefacts
Tangible tunes
To help Jack Daniel's celebrate bands returning to their hometown for an unforgettable gig, Agency Republic designed and produced the JD Track Mat Dock.
Made from a mini Jack Daniel's barrel, the dock jams the band's tunes when you insert a track mat into the dock.

Interaction
The track mats are inserted into the side of the JD track mat dock which then plays the band's song.

Great Bands
The JD track mat dock formed part of the JD track mat campaign where over 1000 drink mats were distributed around the UK. With these mats, you can download music from local bands to your phone.
The first three featured bands:
- Loom - Acid King City
- Story books - Simple Kids
- Swim deep - Simmer

Reverse side
The details about the campaign were described on the back of the track mat.
At the time of production, not all mobile phones were capable of NFC so a QR code and a URL is included to download the track to your phone.

Collaborators
- Bashkim Isai
Senior Creative Technologist - Al Campbell
Executive Creative Director - Jason Keet
Art Director - James Hodson
Copywriter - Michael Robinson
Head of Design - Heiko Winter
Designer - Huda Abdul Aziz
Designer - Tom Cole
Head of Technology