Arnold Furnace has rolled out six out-of-home executions for Jack Daniel’s, including an 80-foot escalator skin.

The ‘Postcards from Lynchburg’ campaign educates consumers about the whiskey brand’s history and production process.

The escalator execution, at Bondi Junction station in Sydney, features an educational tour of the barrelhouse from bottom to top.

Timothy Ryder, brand manager at Jack Daniel’s, said: “For a company with such a strong heritage, storytelling remains at the core of our brand. Stories connect us, they tell us who we are and where we came from.

“The ‘Postcards from Lynchburg’ campaign is a chance for us to communicate with our consumers and reveal a little more about who we are as a brand.”

CREDITS:

Client: Jack Daniel’s; agency: Arnold Furnace; ECD: Tom Spicer; design: Luke Duggan, Ben Xu; typography: Jonathan Wilson; writer: Archie Murugaser; production: Chris Hulsman; retouching: Ted Blore