Jack Daniel’s marks birthday with a month long celebration + new campaign via Arnold Furnace

Arnold Furnace has created a print, outdoor and through the line campaign celebrating ‘Jack’ and reminding people of his importance to the brand.

Unlike most whiskies Jack Daniel’s is the product of its name sake, a real man with an independent spirit who first walked the earth 163 years ago this month.

As much as is known about him, the actual day of his birth remains a mystery as his birth certificate was destroyed in a fire at the records office many moons ago.

So, unlike most people Jack’s birthday is celebrated the world over for the whole month of September – which somehow seems fitting for the founder of the world’s most popular premium American whiskey.

Arnold Furnace partnered with Lynes & Co. a company specializing in bespoke signwriting for the campaign entitled ‘Raise a Jack to Jack’. Using time honoured techniques Lynes & Co. hand painted all the headlines onto multi layered wooden backgrounds. Celebrating craft in the way Jack would be proud of. 

Says Tom Spicer, ECD at Arnold Furnace: “Jack Daniel’s has been made the same way since 1866 because it’s a brand built on craft and authenticity.  These beautiful headlines hand painted onto American White Oak – the same wood they still hand-make their barrels from today – celebrate Jack in the same spirit.”

Says Nora Kate O’Connell, brand manager: “Jack Daniel’s is incredibly proud of the authentic stories that make it the brand it is today. It’s founder, Jasper Newton Daniel’s was an authentic/ Independent and most importantly a “real” man whose birthday & values are celebrated around the world in September. The “Raise a Jack to Jack” campaign communicates to consumers that Jack, the man & the whiskey are one and the same and this September it is once again time to celebrate both.”

ECD: Tom Spicer

Production: Chris Hulsman

Client: Nora Kate O’Connell