Cannes Contenders: Arnold Furnace
How will Australia perform at Cannes this year? Over the next month in the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Arnold Furnace
Jack Daniel’s Lynchburg distillery is the world’s oldest registered distillery and a mecca for fans. But it’s too far away for most Australians who feel geographically isolated from the brand, especially at Christmas. So Arnold Furnace built a distillery they could visit with the Jack Daniel’s Christmas Hub – a place of storytelling, craftsmanship, sociability and tradition, just like the real thing. Housed within a traditional papercraft environment beautifully brought to life in 3D, the site has already picked up at the New York festivals in the digital design category.
jackdaniels.com/christmas.
Jack Daniel’s: The Spirit of Music
Arnold Furnace
To celebrate Jack Daniel’s long standing relationship with music Arnold Furnace created a down and dirty flyposter campaign. Genuine music poster illustrators brought the campaign to life along with pithy headlines, with each poster drawing on a different music genre to reflect the different products being advertised. The campaign shunned mainstream media in favour of gritty walls, in and around shady bars and music venues, talking to real music fans in the same way the bands they love do.
Jack Daniel’s Tennessee Honey: Draws a crowd
Arnold Furnace
Another print campaign that illustrates great craft skills is this one for Jack Daniel’s Tennessee Honey. Using the same 3D technology that two years ago was the preserve of Hollywood, each execution shows a bottle of Tennessee Honey that appears to have attracted a swarm of bees, as if to a honey pot. However, on closer inspection you soon see they’re not bees at all but hundreds of party goers kicking the night off in style, all summed up by the line, ‘Draws a crowd’.