Jack Daniels asks fans to help him build a bar and join him for a birthday drink.
Jack Daniels is getting older, and to celebrate he wants you to help build him a bar and join him for drink..
The legend that is Jack Daniels is celebrating his birthday for a whole month, because no-one's quite sure when it is – or how old he is.
The brand is calling on Aussies to help build a bar entirely from materials donated by fans. Donate big and you can get an invite to the opening of the bar on 27 September.
An ad, created by Arnold Furnace, has kicked off a social media push.
Tom Spicer, ECD at Arnold Furnace, said: "There aren't many brands that inspire such levels of enthusiasm and loyalty from their fans as Jack Daniel's. With The Bar That Jack Built we're out to quantify that love and build something tangible out of it in the form of a living, breathing bar."
Nora-Kate O'Connell, brand manager at Jack Daniel's, added: "By asking our friends of the brand to participate in the creation of a Jack Daniel's bar we are encouraging them to become a part of the brand and show us their true character. We are extremely passionate about this campaign which gives the brand a chance to give back to the friends who have given us so much over the years. Here's to raising a Jack to Jack this September."
Agency: Arnold Furnace
ECD: Tom Spicer
Creatives: Luke Duggan and Cameron Brown
Agency partners: Nigel Hickey, head of experiential, Red Agency
