Arnold Furnace and The Sound Campaign launch new work for Jack Daniel’s with The barrelhouse
Arnold Furnace, in a joint collaboration with The Sound Campaign, has created a new digital and experiential campaign for client Jack Daniel’s and launched “The barrelhouse”.
The challenge set was to develop a vehicle that would allow Jack Daniel’s to connect to a new target of 18-25 year olds, and introduce them to the brand a little earlier than they would traditionally be exposed to it.
As Australia has the biggest music festival scene in the world, inherently linked to the target audience, the decision was taken to leverage key festivals with a huge brand activation. Something that would connect these customers with the Lynchburg distillery, where every single drop of Jack Daniel’s is made.
From this premise The barrelhouse was born.
Says Tom Spicer, executive creative director, Arnold Furnace: “In Tennessee The barrelhouse is where Jack Daniel’s whiskey is left to mature, where its character is formed. This one runs along similar themes but is more about good times than old time whiskey making.”
Seeing it for the first time the festival barrelhouse looks like it has been transported straight from Lynchburg. But step inside and there’s a festival stage with an amazing line up of artists and air conditioned bar (naturally) making it the go-to destination for every festival it’s appeared at.
Four films, shot around the theme of ‘Where Character is Formed’ paint a picture of The barrelhouse from the perspective of a DJ, a band, a photographer and a fan – all this content is housed on a microsite developed in collaboration with key music media partners like In The Mix and Faster Louder.
Says Spicer: “The barrelhouse is a fantastic asset for Jack Daniel’s that will be around for years to come. Thanks to the amazing talents of Rob Stanton-Cook and the rest of the team at Infinity Squared, we’ve been able to give everyone who wasn’t lucky enough to experience it in person, a real taste of what it was all about. And hopefully win Jack a few more friends along the way.”
Says Jason Fielding, founding partner at The Sound Campaign: “Brands are increasingly partnering with music festivals as an efficient way to reach their key target market and Jack Daniel’s has raised the bar with The barrelhouse campaign in terms of sophistication of campaign, physical build and on site engagement.”
Agency: Arnold Furnace
Executive Creative Director: Tom Spicer
Creatives: Simon Veksner, Luke Duggan, Cameron Brown
Producer: Melissa Petryszyn
Group Account Director: Michael Stevenson
Account Manager: Sam Johnston
Agency Partners: The Sound Campaign, Infinity Squared
Director, Rob Stanton-Cook
Producer, Ainslee Wood
3 Comments
‘……………………allow Jack Daniel’s to connect to a new target of 18-25 year olds, and introduce them to the brand a little earlier than they would.’
Why not just put Jack Daniels ice blocks into school canteens?
I thought AALAC proscribed targeting consumers under 25?
I likey