Playing Whatever, Whenever!: JACK FM Brand Refresh & Campaign
I led the comprehensive brand identity refresh and repositioning strategy for the JACK FM radio network, culminating in a fully integrated national launch campaign. Grounded in the station's signature unapologetic, irreverent humor, the creative architecture anchored on three high-concept, comedic broadcast spots; each culminating in an unexpected, fully committed wrestling match; perfectly capturing the network's rebellious new attitude.
Deployed across the network's core markets of Vancouver and Calgary; both broadcasting on 96.9 FM—the multi-platform rollout spanned high-impact out-of-home (OOH), digital, and social media. Following the launch, the network experienced immediate market disruption, skyrocketing from #7 to #2 in ratings; proving the creative direction directly resonated with the target audience.
Capitalizing on the initial momentum, a subsequent autumnal campaign wave introduced two additional :30s broadcast spots alongside a fully integrated cross-platform suite.
By strictly maintaining JACK's distinct, off-beat tone, the secondary rollout successfully sustained high audience engagement metrics and solidified the brand's market expansion.
Production Insight: While the lead actors auditioned completely independently, casting paired them together during final chemistry reads. In a rare production coincidence, they turned out to be real-life creative partners who toured together as a stand-up comedy duo; a natural, unforced synergy that translated flawlessly to the screen and supercharged the comedic timing of the spots.
