Celebrating its legacy of being at the heart of pop culture, Jack Daniel’s approached its NBA sponsorship with an idea that brought the swagger of the basketball association together with the coolness of Jack.

The Hive’s Bronze Sponsorship-winning idea was to create an event that was equal parts NBA and Jack Daniel’s. The team embraced a cultural cue that’s common among both brands: tattoos. Ink can be found on almost every player in the NBA, telling the stories of commitment and perseverance – similar values of Jack Daniel’s. The two partners invited basketball fans to celebrate the game and the players at “Whiskey & Ink,” a gallery-style event that boasted photographs telling the stories of seven players and their tattoos. The event also included a meet-and-greet with NBA player Mo Williams, live tattooing, a DJ, and, of course, Jack Daniel’s cocktails. “Whiskey and Ink” also had a presence online, with content featuring interviews with the players.

Going beyond creating traditional branded swag helped Jack Daniel’s exceed engagement targets with the NBA audience and challenge perceptions of it being seen as a dated, rock-and-roll brand.