Jack Daniel's feels the beat

Jack Daniel's feels the beat
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Arnold Furnace has created a series of posters to explore and highlight the strong link between music and the Jack Daniel’s brand.

The music posters will avoid traditional poster sites and will instead be pasted around music festivals, down laneways and outside venues.

Tom Spicer, ECD at Arnold Furnace, said: “What started out as a tricky range brief has produced an iconic campaign that heroes JD’s genuine relationship with music.  Jack is a brand built on authenticity so it’s particularly pleasing to see the poster element shunning the Adshel’s and being flyposted in all the ‘wrong places’, talking to real music fans.”

The series of posters feature a different music genre to target the specific audiences each of the Jack Daniel’s products are aimed at.

Nora-Kate O’Connell, Brown-Forman brand manager – Jack Daniel’s, added: “Jack Daniel’s is an icon of independence and with a credible musical heritage has the ability to become an integral part of the music experiences which define 18-29 year olds.  Arnold Furnace have done a great job in bringing the brand’s credible connection with music to life using bold and authentic artists in a way that reflects the Jack Daniel’s brand values.  Each creative execution has allowed each one of the brands within the trademark to be brought to life in a manner that is unique to their personality, whilst overall holding the Jack Daniel’s spirit and attitude."

CREDITS: Client: Jack Daniel’s Jack Daniel’s Brand Manager: Nora-Kate O’Connell Jack Daniel’s Senior Brand Manager: Matt Harada Agency: Arnold Furnace ECD: Tom Spicer Creatives: Luke Duggan and Cameron Brown Art Direction & Design: Luke Duggan, Darren Cole, Nic Adamovic Copywriting: Cameron Brown Producer: Chris Hulsman Group Account Director: Michael Stevenson Account Manager: Natalia Kowalczyk Agency Partners: Illustrators: Jacky Winter Group – Andrew Fairclough, Heath Killen, Travis Price & Sam Bevington

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