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Arnold Furnace's Crowd-sourced Bar Opens Its Doors for Jack Daniels, 3 years ago

Agency celebrates in the bar that Jack built

Arnold Furnace's Crowd-sourced Bar Opens Its Doors for Jack Daniels

The world’s first crowd-sourced bar opened its doors to hundreds of JD fans recently in what was the culmination of a 6 week social media/word of mouth campaign. Held at Sydney’s Technology Park the bar was built by the Jack Daniel’s faithful as a place to celebrate Mr Jack Daniel’s 164th birthday. Everyone there donated either materials, time or ideas in exchange for bottles of Jack Daniel’s and a ticket to the event.

Carpenters, welders, electricians, chefs, printers, artists, musicians, labourers, videographers, the bar brought a whole community of fans, from all walks of life together under one roof. They even managed to crowd-source the making of two of the campaign’s 5 content films.

Tom Spicer, ECD of Arnold Furnace said, “This has been one of the most rewarding projects I’ve ever been involved with. So many people went the extra mile in their generosity – like Ash from Hired Gun TV productions who shot and edited two films for us in literally two days. Or the Fumes who flew down from Queensland under their own steam to play- and gave us the soundtrack for this film, all for the love of Jack & creativity"

Nora-Kate O’Connell, Brand Manager - Jack Daniel's Family of Brands comments: “We have been blown away by the generosity and enthusiasm of our Jack Daniel’s friends. It is not often that such a complex campaign can come together so smoothly and it is thanks not only to our agencies but to our friends of the brand that we have been able to create an a bar built by Jack, that Jack Daniel’s himself would’ve been proud of.”


Advertiser: Jack Daniels

Creative Agency

Account Manager: Belinda Bennett

Creative Agency: Arnold Furnace

Creative: Luke Duggan and Cameron Brown

Executive Creative Director: Tom Spicer

Group Account Director: Ian Hartley

Group Creative Director: Natalia Kowalczyk

Producer: Steph Santos

TV Producer: Melissa Petryszyn, Bridget Brice

Production Company

Director: Dylan Harrison

Producer: Nikki Hardy

Production Company: Film Graphics

Category: Alcoholic drinks , Spirits

Genre: Experiential