Klek Shot

Creative idea

Klekshops,” or “squat shops,” are a true Sofia icon. During the heavy recession of the 1990s, basements were repurposed into small, cheap stores, where customers had to squat to make a purchase. To encourage people to try the new Tennessee Apple, Jack Daniel’s transformed an abandoned “klek shop” into “Klek Shot” — a pop-up bar where visitors squat to receive a shot of the new apple-flavored whiskey. The blend of local culture, central location, and convenient working hours made the pop-up popular among the youth and generated buzz and demand for the new product.

Brand name: Jack Daniel's
Advertiser / client: Brown Forman
Product / service: Jack Daniel's Tennessee Apple
Campaign name: Klek Shot
Agency network: INDEPENDENT AGENCY
Agency: Next DC, Sofia
Digital agency: Next DC
Additional company: The Kontakt
Production company: 200% Studio
Creative director: Momchil Zakhariev
Copywriter: Stefan Alexandrov
Designer: Bianka Veselinova
Client account director: Trayana Kazandzhieva
Photographer: Mihail Novakov
Post production: Luboslav Bachev
Event production: The Kontakt
Additional company: Videographer: Dimo Petkov Account Manager: Elitsa Nedelcheva