Jack Daniel's: The bar that Jack built
Lead Agency: Arnold & Red Guerilla Australia
Year: 2015
Introduction
With a slew of new craft whiskey brands on one end of the market and big-spending competitors at the other end, Jack Daniel's was losing prominence. It needed to create a cost-effective campaign for whiskey loving blue-collar males, 40 years old and over. The result was the world's first crowd-sourced bar. A six-week social media campaign offered people the chance to work for Jack. Participants would help build a bar in exchange for whiskey to celebrate Mr. Jack Daniel's 148th birthday. The more...