The Bar That Jack Built enters its final stage this week, with the collection phase now complete.
Created by Arnold Furnace for client Jack Daniel’s, it involves fans donating their time, materials, and/or expertise to build a bar from scratch to celebrate Mr. Jack Daniel’s birthday. In return, those people receive free Jack Daniel’s products and tickets to the big birthday bash this Saturday 27 September.
Run exclusively through the Jack Daniel’s Facebook page, the word of mouth campaign launched on August 8th and has mobilized a whole community of Jack Daniel’s fans across Australia.
Over 280 objects have been donated so far with nearly 100 people giving their time. Stand out donations include a 1930’s Chevy pickup, a bespoke 4 meter chandelier, 3 bands who will play on the night, a piano and 10 original portraits of Jack Daniel himself.
Tom Spicer Arnold Furnace ECD said, “Jack Daniel’s is one of the world’s best loved brands, but even so it’s amazing how people have wanted to get involved from the off. It’s clear that the more ownership people have in a project, the more they care about it”.
Nora-Kate O’Connell, brand manager – Jack Daniel’s Family of Brands added, “We have been blown away by the passion and generosity of our Jack Daniel’s friends as they help us to celebrate Mr. Jack Daniel’s birthday. We are now looking forward to raising a Jack to Jack with our friends and thanking them for their commitment to the Jack Daniel’s brand.”