…with the help of Arnold Furnace and using only the skills of Jack Daniel’s fans.
(Mr) Jack Daniel’s exact birth date is one of the few secrets no one knows about him. The rest is legend.
Because of both of these facts,Jack’s birthday is always celebrated for the whole of September. This September, he’s asking for pressies and giving back in style.
Jack Daniel’s (the brand) is building a bar. The idea comes from Arnold Furnace. It’s called The Bar That Jack Built. And yes, it’s a crowd sourced bar. It’s the world’s first crowd sourced bar, in fact. And it is being built entirely with the love of Jack Daniel’s, by its fans.
The campaign is being run through social media and kicked off on August 8 with a recruitment shout-out to all Jack Daniel’s Facebook fans in NSW.
They are being asked to donate materials, time, expertise and ideas in reward for Jack Daniel’s product and merchandise. The more they give, the more they get with the biggest contributors getting tickets to the grand opening on September 27th.
Every element of The Bar That Jack Built will be contributed by fans – the carpenters, electricians and designers who put the bar together, the artists and musicians who perform on the night…and every contribution will be rewarded with Jack Daniel’s product.
Tom Spicer, executive creative director of Arnold Furnace stated, “There aren’t many brands that inspire such levels of enthusiasm and loyalty from their fans as Jack Daniel’s. With The Bar That Jack Built we’re out to quantify that love and build something tangible out of it in the form of a living breathing bar.”
“By asking our friends of the brand to participate in the creation of a Jack Daniel’s bar we are encouraging them to become a part of the brand and show us their true character. We are extremely passionate about this campaign which gives the brand a chance to give back to the friends who have given us so much over the years. Here’s to raising a Jack to Jack this September,”Nora-Kate O’Connell, brand manager, Jack Daniel’s commented.
Creative credits:
Agency: Arnold Furnace
Executive creative director: Tom Spicer
Creatives: Luke Duggan & Cameron Brown
TV Production – Melissa Petryszyn
Production – Bridget Brice
Agency Partner: Red Agency
Head of Experiential: Nigel Hickey
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