Red Guerilla, the brand experience division of PR agency Red Agency, has been awarded a Reggie for its campaign The Bar That Jack Built at this week’s Reggie Awards. The awards celebrate the best and most innovative brand activation and marketing programs from around the world.

In collaboration with Havas sister agency Arnold Furnace, Red Guerilla created the world’s first crowd-sourced bar, The Bar That Jack Built, to celebrate Jack Daniel’s 148th Birthday. Driven by social media and word-of-mouth, the campaign offered people the chance to work for Jack – literally – by helping build a bar that would become the venue for an exclusive birthday celebration.

Nigel Hickey, head of brand experience and content, Red Guerilla, commented, “We’re excited to have won our first Reggie and to be recognised on a global scale for our work with Jack Daniel’s. This followed another recent win for The Bar That Jack Built at the Award awards recognised in the Experiential-Event category.

“Having only launched in early 2014, Red Guerilla is already making waves in the industry as we’re becoming known for creating innovative and brilliantly executed brand experiences for our clients.”

Taking out Bronze in the Small Budget Category, Red Guerilla’s win marks the first Reggie Award for the Havas Group in Australia.