Jack Daniel’s fans flock to ‘The Bar that Jack Built’; part of a campaign via Arnold Furnace
The world’s first crowd-sourced bar opened its doors to hundreds of Jack Daniel’s fans recently in what was the culmination of a 6 week social media/word of mouth campaign via Arnold Furnace.
Held at Sydney’s Technology Park the bar was built by the Jack Daniel’s faithful as a place to celebrate Mr Jack Daniel’s 164th birthday. Everyone there donated either materials, time or ideas in exchange for bottles of Jack Daniel’s and a ticket to the event.
The Celebration was directed by Dylan Harrison at Filmgraphics.
Carpenters, welders, electricians, chefs, printers, artists, musicians, labourers, videographers, the bar brought a whole community of fans, from all walks of life together under one roof. They even managed to crowd-source the making of two of the campaign’s 5 content films.
Says Tom Spicer, ECD of Arnold Furnace: “This has been one of the most rewarding projects I’ve ever been involved with. So many people went the extra mile in their generosity – like Ash from Hired Gun TV productions who shot and edited two films for us (view first film here) (view second film here) in literally two days. Or The Fumes who flew down from Queensland under their own steam to play – and gave us the soundtrack for this film, all for the love of Jack and creativity.”
Says Nora-Kate O’Connell, brand manager – Jack Daniel’s family of brands: “We have been blown away by the generosity and enthusiasm of our Jack Daniel’s friends. It is not often that such a complex campaign can come together so smoothly and it is thanks not only to our agencies but to our friends of the brand that we have been able to create an a bar built by Jack, that Jack Daniel’s himself would’ve been proud of.”
Arnold Furnace Team:
ECD – Tom Spicer
Creative – Luke Duggan and Cameron Brown
Client Services Director – Michael Stevenson
Group Account Director – Ian Hartley
Senior Account Manager – Natalia Kowalczyk
Account Executive – Belinda Bennett
Head of Experiential, Red Guerilla – Nigel Hickey
Junior Producer, Red Guerilla – Steph Santos
TV Production – Melissa Petryszyn
Production – Bridget Brice
Agency Partners:
Production Company – Filmgraphics Entertainment
Director – Dylan Harrison
Producer – Nikki Hardy
Media Strategy: Tom Hosking, Society
Media Strategy: Declan O’Dwyer, UM
Client
Jack Daniel’s Brand Managers: Nora-Kate O’Connell and Tim Ryder
Jack Daniel’s Event Management Team: Charley Casey and Dani Gain
Jack Daniel’s Digital Community Manager: Shane O’Brien
5 Comments
nice idea, according to agency folklore… this same idea was pitched by Droga 5 for the VB pitch – getting tradies to work together to build a big VB bar as VB is/was the ultimate currency for tradies. All approved then the CUB CEO killed it…any truth to that Droga 5 people?
I like this campaign
Great idea, looks like a fun night.
Tooheys should have done this for the beer economy
Good idea, well executed.