Jack Daniel's has kicked off an interactive online Christmas hub using papercraft-style art to tell the brand's story to an Australian audience. The hub gives users the chance to explore Jack Daniel's Lynchburg distillery in Tennessee, America's oldest registered distillery.
Arnold Furnace created the campaign based on the Jack Daniel's values of "doing things the right way rather than the easy way, with an unwavering commitment to craft", reflected in "everything from the papercraft look and feel, all the way through each individual piece of content".
View the site here: Jack Daniel's Holiday Select
Executive creative director Tom Spicer said: "Jack Daniel’s is one of the world’s most recognised and respected brands. From a creative perspective it’s one you love to work on because it shares the same passion for craft as all good creative departments.
"It's fair to say this has been a labour of love for the agency and all our partners. Massive shout out to Cream for bringing the 3D environment to life and to Newism for their digital design and build expertise, not to mention delivering it on time, in such a short space of time.”
Brown Forman's Luiz Schmidt, brand manager for Jack Daniel's, added: "The Jack Daniel's Christmas digital hub is a truly immerse experience built on the principles of what the brand has become famous for – beautiful craft, storytelling and sociability. It's one we're all very proud of."
Client
Brand Manager, Brown Forman: Luiz Schmidt
Arnold Furnace
ECD: Tom Spicer
Creatives: Luke Duggan, Helen Macdougall, Cameron Brown
Head of Digital: Cairo Walker
Senior Digital Producer: Anneke Rose
Production Design: Warrick Nicholson
Design: Nic Adamovich
GAD: Michael Stevenson
Account Manager: Natalia Kowalczyk
Digital Designer: Jonathan Miranda
Traffic: Heather Wright
Creative Technologist: Glen McPherson
Agency Partners
Illustrator: Kevin O’Donnell via The Drawing Book Studio
3D Texture Mapping, Environment Modelling & Animation: Cream Studios
Digital Design, Build & Development: Newism
Project Lead: Wayde Christie
Technical Lead: Leevi Graham
Design: Ben Lidgard
Development: Iain Henderson, James Nowland
