Jack Daniel’s fans put finishing touches to ‘The Bar That Jack Built’ via Arnold Furnace, Sydney
CB Exclusive – The six week social media campaign to build the world’s first crowd-sourced bar draws to a close tonight, with hundreds of fans coming together to admire their handiwork and to celebrate Mr Jack Daniel’s birthday.
The campaign, via Arnold Furnace Sydney, has mobilised Jack’s friends from all over Australia who have given their time, energy and opinions in exchange for bottles of Jack Daniel’s and an invite to the big night.
Last weekend the brand ran an open workshop session which saw fans travel to Sydney, from as far away as Goulburn and Wagga, to lend a hand.
Says Tom Spicer, ECD, Arnold Furnace: “One of the most rewarding things about this campaign is seeing it evolve day by day. Of course a big challenge has been telling the story of that evolution as it’s happened. Hats off to Dylan and Filmgraphics who’ve been doing an unbelievable job creating content worthy of the Jack Daniel’s brand, on incredibly tight turnarounds.”
Agency – Arnold Furnace, Sydney
ECD – Tom Spicer
Creatives – Luke Duggan and Cameron Brown
Client Services Director – Michael Stevenson
GAD – Ian Hartley
Senior Account Manager – Natalia Kowalczyk
Account Manager – Belinda Bennett
TV Production – Melissa Petryszyn
Production – Bridget Brice
Production Company – Filmgraphics Entertainment
Director – Dylan Harrison
Producer – Nikki Hardy
Media Strategy – Tom Hosking, Society
Media Strategy – Declan O’Dwyer, UM
Nigel Hickey, Head of Experiential – Red Agency
Nora-Kate O’Connell, Brand Manager – Jack Daniel’s Family of Brands
Charley Casey – Jack Daniel’s Event Management
Shane O’Brien – Jack Daniel’s Digital Community Manager
3 Comments
3rd press release on this. As a compeditor I’d just like to say thank you for the updates.
You’re welcome. For more ‘industrial secrets’ you could also check our facebook page…shhhhhh.
The reason this campaign works is because it taps into a truth about most bourbon fans – most of them love building shit in their sheds. This just allows them to do it for a brand they clearly feel enamoured towards. Well done, i hope it does well.