The world’s first crowd sourced bar for Jack Daniel’s nearing completion via Arnold Furnace
The 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
8 Comments
Love it.
A neat idea – see what i did th…
I was happy to help and and I am looking forward to the night.
I’m not sure what it is, but something about this spot makes me hate it. It’s not the writing or the idea… it’s just really boring. No storytelling going on here.
Very cool, couldn’t do it for many brands, seems perfect for JD
Yet another of the never-ending – we wanted X, but rather than buy it/go to it etc., etc., we decided to create it/build it ourselves. It might have 10K hits – maybe more/less [50% of those being ad industry people simply because they’re interested in ads, not Jack]. Everyone will run around saying what an amazing job they’ve done and how innovative they are. Plus – 3 bands who’d love the free promo. A chandelier no-one wanted. 100 people willing to work for free and fulfil their dreams of being film stars. It’ll all be forgotten by the next issue of Campaign Brief – that is, if you don’t count the 100 times its entered into award shows. And that, ladies and gentlemen, is what’s wrong with advertising.
A cool idea that actually seems to be going down well with JD’s facebook fans. Well done to all involved.
Nice idea but there’s just no charm in the spot. Pretty self indulgent.