Labels are limiting. They make assumptions about who we are, how we spend our time, what we like and what we don’t. Why should we allow ourselves to be defined by the labels others put on us? In this work we celebrate the labels the next generation is making for themselves. Because at the end of the day, there's only one label that really matters the one you make for yourself.

That’s how you make it count.

This global film, alongside iconic placements such as the London Underground, are the latest addition to the first ever global campaign for Jack Daniel’s,