Cannes Lions

THE BAR THAT JACK BUILT

ARNOLD FURNACE, Sydney / BROWN FORMAN / 2015

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Overview

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Overview

Description

A 6 week social activation offered Jack Daniel’s core fans the ultimate experience of coming to work for Jack – by helping build a bar to celebrate Mr Jack’s 164th birthday. Built entirely from scratch, every contribution was paid for not in dollars but in whiskey, either in reward for materials or people’s time or expertise. The more people donated, the more whiskey they received along with a ticket to the opening night.

There were three phases to the campaign – The Collection, The Construction and The Celebration. Each stage was filmed for content which was then released to the wider community, recruiting more contributors along the way.

100’s of people volunteered everything from collection trucks, furniture, raw materials and professional expertise in the build itself, to entertainment on the night from bands, DJ’s and MC’s. And all for the love of Jack Daniels.

Outcome

• $178,000 of donated time, materials and expertise

• 263% more engagement than the best previous birthday campaign

Recruitment shout-outs received over 5,000 shares

• Campaign videos reached 80,000+ people

• Earned media coverage (100% positive), reaching over 1 million people

• The whole campaign is documented on Jack Daniel’s Facebook page and the comments from both participants and non participants are testament to how well it was received, chiming perfectly with their love of whiskey and their desire to be part of something unique and unpretentious in the name of Jack.

• The entire project was completed for 268 bottles of whiskey (or $6,356.96)

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