The world’s first crowd sourced bar for Jack Daniel’s nearing completion via Arnold Furnace

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Screen Shot 2014-09-25 at 10.40.38 am.jpgThe Bar That Jack Built enters its final stage this week, with the collection phase now complete.  Created by Arnold Furnace for client Jack Daniel’s, it involves fans donating their time, materials, and/or expertise to build a bar from scratch to celebrate Mr. Jack Daniel’s birthday. In return, those people receive free Jack Daniel’s products and tickets to the big birthday bash this Saturday 27 September.

Run exclusively through the Jack Daniel’s Facebook page, the word of mouth campaign launched on August 8th and has mobilized a whole community of Jack Daniel’s fans across Australia.

Over 280 objects have been donated so far with nearly 100 people giving their time. Stand out donations include a 1930’s Chevy pickup, a bespoke 4 meter chandelier, 3 bands who will play on the night, a piano and 10 original portraits of Jack Daniel himself.

Says Tom Spicer, ECD, Arnold Furnace: “Jack Daniel’s is one of the world’s best loved brands, but even so it’s amazing how people have wanted to get involved from the off. It’s clear that the more ownership people have in a project, the more they care about it.”

Says Nora-Kate O’Connell, brand manager – Jack Daniel’s family of brands: “We have been blown away by the passion and generosity of our Jack Daniel’s friends as they help us to celebrate Mr. Jack Daniel’s birthday. We are now looking forward to raising a Jack to Jack with our friends and thanking them for their commitment to the Jack Daniel’s brand.”

Agency: Arnold Furnace

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 & Tim Ryder Brand Managers – Jack Daniel’s Family of Brands

Charley Casey & Dani Gain – Jack Daniel’s Event Management

Shane O’Brien – Jack Daniel’s Digital Community Manager