Jack Daniel’s & BBDO launch ‘Crash the Couch’ music fest

Jack Daniel’s is bringing artists straight to living rooms everywhere with “Crash the Couch,” a virtual music festival streaming August 14-15 at 8 p.m. ET in support of musicians impacted by the COVID-19 pandemic.

Brittany Howard of the Alabama Shakes, Cold War Kids and Nathaniel Rateliff will headline. 

Jack Daniel’s first ever virtual music festival “Crash the Couch” will be presented free via YouTube and available to stream on mobile devices and computers. The two-day event aims to bring back much needed entertainment and help promote rising artists in lieu of live concerts and summer festivals. “Crash the Couch” will raise donations for the Sweet Relief COVID-19 Musicians Fund, providing financial assistance to career musicians and music industry workers who have been unable to work amid pandemic-related restrictions. 

"Crash the Couch"

The festival was concepted and developed by newly appointed Agency of Record, Energy BBDO, and follows their “With Love, Jack” spot released in March 2020. 

“During the global pandemic, the music stopped—both for fans and musicians themselves. But Jack is here to bring it back with ‘Crash the Couch,’” said Ed Carias, Jack Daniel’s US Brand Director. “Music has always been at the heart of Jack Daniel’s Tennessee Whiskey, and we are excited to support talented artists while celebrating the friendship and fun that make summer festivals so special.” 

“We believe in the power of truly connected and innovative experiences that can drive deeper and more personal connections between brands and consumers,” said Alan Parker, Energy BBDO’s Chief Innovation Officer. “We feel this festival will do just that, providing some much-needed relief for fans and support for artists.” 

“Crash the Couch” will feature Jack Daniel’s cocktail demos, custom merchandise, and music across the two-day lineup, performed by a diverse range of popular and emerging artists including Black Pumas, Tank and the Bangas, Brandy Clark and more. In addition to a close partnership with YouTube, C3, the company behind festivals such as Lollapalooza and Austin City Limits, was enlisted to help to help bring the festival to life.


Client: Jack Daniel’s

Title: Crash the Couch – Virtual Music Festival

Agency: Energy BBDO

Chief Creative Officers: Josh Gross & Pedro Pérez

Executive Creative Director: Lucas Owens

Creative Directors: Jordan Sparrow & Ricky Johanet

Head of Integrated Production: John Pratt

Executive Producer: Jeff Davis

Executiive Director of Music: Daniel Kuypers

Managing Director: Lianne Sinclair

Senior Account Director: Greg Morrison 

Account Supervisor: Arika Jeter

Account Executive: Emma Flynn

Group Strategy Director: Allison Arling-Giorgi

Strategy Director: Chase Donahue

Social Strategist: Casey Campbell

Chief Innovation Officer: Alan Parker

Innovation Director: Zack McQuiston

Editorial, Visual, and Audio Company: Flare Chicago

Executive Producer: Jenny McDonald

Post Producer: Allison Hemmingway

Editor: Geoff Cronin

Senior Audio Engineer: Steven Aguilar

Senior Motion Designer: Viktoryia Kryvanos

Production Company: C3

Director/ Producer: Ben Blocker

Talent Buyer: Huston Powell

Talent Buyer: Joe Howard

Video Production: Daniel Gibbs

Video Production: Wylie Earnhart

Media Agency:Spark

PR Company:DVL Seigenthaler/Finn Partners