Matthew Miller
Aug 11, 2014

Jack Daniel's asks fans to pay tribute by building a bar

AUSTRALIA - Crowdsourcing videos is one thing. Crowdsourcing an entire bar is quite another.

Jack Daniel's asks fans to pay tribute by building a bar

That's exactly what Jack Daniel's, along with agency Arnold Furnace, is doing in New South Wales. The brand has issued a video via Facebook that asks Australians to dig through their belongings for furnishings or donate their expertise in design, electrical work or carpentry to build a bar that will then host a party for the celebration of Jack Daniel's birthday in September. 

'The Bar That Jack Built' will be the world’s first crowdsourced bar built entirely from the love of Jack Daniel’s, according to the brand. Fans won't be operating out of adoration alone, of course; they'll receive the brand's products in amounts commensurate with their contributions, according to the agency.

”By asking our friends of the brand to participate in the creation of a Jack Daniel’s bar we are encouraging them to become a part of the brand and show us their true character," said Nora-Kate O’Connell, brand manager. "We are extremely passionate about this campaign which gives the brand a chance to give back to the friends who have given us so much over the years.”


ECD: Tom Spicer
Creatives: Luke Duggan and Cameron Brown
Client Services Director: Michael Stevenson
GAD: Ian Hartley
Senior Account Manager: Natalia Kowalczyk
TV Production: Melissa Petryszyn
Production: Bridget Brice
Agency Partners: Nigel Hickey, Head of Experiential – Red Agency


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