Jack Daniels built a bar and it's the perfect balance of hipster and harley-rider.
Jack Daniel's fans have built a bar as a place to celebrate Mr Jack Daniel's 164th birthday. Cue live rock music and harmonicas and enter men with full and luscious beards, women with bright red lipstick and Dave Grohl look-a-likes. "The Bar that Jack Built" features Jack Daniel bottle lanterns hanging from the ceilings with a dark, wooden back drop contrasting red-hued artwork and fairy lights.
All of the attendees donated materials or time to the construction of the bar and five campaign films are featured alongside the creation. The six-week lead up to the event saw Jack Daniel's spread the word using social media and word of mouth campaigns via Arnold Furnace.
Credits
Arnold Furnace Team:
ECD - Tom Spicer
Creative - Luke Duggan and Cameron Brown
Client Services Director - Michael Stevenson
Group Account Director - Ian Hartley
Senior Account Manager - Natalia Kowalczyk
Account Executive - Belinda Bennett
Head of Experiential, Red Guerilla - Nigel Hickey
Junior Producer, Red Guerilla - Steph Santos
TV Production - Melissa Petryszyn
Production - Bridget Brice
Agency Partners:
Production Company - Filmgraphics Entertainment
Director - Dylan Harrison
Producer - Nikki Hardy
Media Strategy: Tom Hosking, Society
Media Strategy: Declan O'Dwyer, UM
Client
Jack Daniel's Brand Managers: Nora-Kate O'Connell and Tim Ryder
Jack Daniel's Event Management Team: Charley Casey and Dani Gain
Jack Daniel's Digital Community Manager: Shane O'Brien
