Red Agency and Arnold Furnace score award for Jack Daniel’s at the Ex Awards in San Francisco
The Ex Awards are the world’s largest recognition program for experiential marketing and at this week’s awards in San Francisco, an Australian campaign by Red Agency’s experiential division Red Guerilla and Arnold Furnace for Jack Daniel’s took out the win for Best Single Market Event – Consumer.
Beating market leaders Nike and Lexus, the Ex Award win follows two other accolades for The Bar That Jack Built at The Reggies and Award Awards.
In collaboration with Havas sister agency Arnold Furnace, Red Agency created the world’s first crowd-sourced bar, The Bar That Jack Built, to celebrate Jack Daniel’s 148th Birthday. Driven by social media and word-of-mouth, the campaign offered people the chance to work for Jack – literally – by helping build a bar that would become the venue for an exclusive birthday celebration.
Says Nigel Hickey, head of brand experience and content, Red Guerilla: “It’s fantastic to be recognised at the world’s leading experiential award show for our work with Jack Daniel’s. Taking home an Ex Award top honour after just one year in market is an amazing achievement and something our team are very proud of. It marks our third award win for 2015, which shows great momentum and reinforces our commitment to clients to create innovative and brilliantly executed brand experiences.”
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