Party!!! at the bar Jack’s fans built

The Arnold Furnace campaign for Jack Daniel’s 164^th birthday is called The Bar that Jack Built. Jack, you’re a typical legend – taking the glory. Your bar was, in fact, built by the carpenters, welders, electricians, chefs, printers, artists, musicians, labourers and videographers you get to call your fans.

The world’s first crowd-sourced bar has also held a world first party – every guest donated either materials, time or ideas in exchange for bottles of Jack Daniel’s and a ticket to the event. Arnold Furnace even managed to crowd-source the making of two of the campaign’s 5 content films.

Tom Spicer, executive creative director of Arnold Furnace said, “This has been one of the most rewarding projects I’ve ever been involved with. So many people went the extra mile in their generosity – like Ash from Hired Gun TV productions who shot and edited two films for us in literally two days. Or the Fumes, who flew down from Queensland under their own steam to play – and gave us the soundtrack for this film, all for the love of Jack and creativity”.

Marianne’s Tees, the second Jack Daniel’s video by Hired Gun:

Dylan Harris directed the story, The Celebration, through Film Graphics:

The party, held at Technology Park in Sydney, was the culmination of a 6 week social media/word of mouth campaign.

Nora-Kate O’Connell, brand manager for Jack Daniel’s Family of Brands added, “We have been blown away by the generosity and enthusiasm of our Jack Daniel’s friends. It is not often that such a complex campaign can come together so smoothly and it is thanks not only to our agencies but to our friends of the brand that we have been able to create an a bar built by Jack, that Jack Daniel’s himself would’ve been proud of.”

Creative credits:

Arnold Furnace Team:

Exectucvie creative director: Tom Spicer

Creatives: Luke Duggan & Cameron Brown

Head of Experiential, Red Guerilla: Nigel Hickey

TV Production: Melissa Petryszyn