Jack Daniel first walked the earth 163 years ago this month. At least that's the popular line. Nobody knows for sure, because his birth records were destroyed by fire.
But the brands celebrates the man that created it every September and this year Arnold Furnace has created a print, outdoor and through the line campaign.
‘Raise a Jack to Jack’ is a crafty play on tradition. The agency partnered with specialist sign writers Lynes & Co which hand painted all the headlines onto multi-layered wooden backgrounds.
“Jack Daniel’s has been made the same way since 1866 because it’s a brand built on craft and authenticity. These beautiful headlines hand painted onto American White Oak – the same wood they still hand-make their barrels from today - celebrate Jack in the same spirit,” said Tom Spicer, ECD at Arnold Furnace.
Brand manager Nora Kate O’Connell added “The “Raise a Jack to Jack” campaign communicates to consumers that Jack, the man and the whiskey are one and the same and this September it is once again time to celebrate both.”
Legend has it that Daniel died following an infection that started in his toe, self-inflicted by booting his safe in anger.
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