Arnold Furnace celebrates Jack Daniel’s anniversary with bespoke signwriting

Arnold Furnace has created a print and outdoor campaign to promote the “birth month” of Jack Daniel’s.

The agency worked with bespoke signwriting company Lynes & Co to paint the headlines onto layered wooden backgrounds for the ad.

Tom Spicer, ECD at Arnold Furnace said: “Jack Daniel’s has been made the same way since 1866 because it’s a brand built on craft and authenticity. These beautiful headlines hand painted onto American White Oak – the same wood they still hand-make their barrels from today – celebrate Jack in the same spirit.”

Credits:

Arnold Furnace team:

• ECD: Tom Spicer
• Design/Art Direction/Typography: Darren Cole, Nic Adamovich
• Writers: Helen McDougal, Romy Smith
• Production: Chris Hulsman
• Group Account Director: Michael Stevenson
• Account Director: Ian Hartley
• Senior Account Manager: Natalia Kowalczyk

Agency Partners:

• Sign Writers: Lynes & Co
• Photographer: Adrian Lander
• Carpenter: Josh Pinkus
• Client: Nora Kate O’Connell

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.

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topics Advertising Arnold Furnace Jack Daniel's

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Comments: 2

Anonymous 9 Sep 13

As a signwriter of over 30 years experience, anyone who says (or gives the impression) this work is traditional sign writing is a liar. They’re just computer cut – no art or craft here. Nic.

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Tom spicer 28 Sep 13

Hi Nic, thanks for your interest in this campaign. I can assure you that each headline in the campaign was indeed hand painted onto the wood, before being photographed and made into a poster. I still have the original wood blocks and would be happy to supply you with the ‘making of’ photos that can also be found at the Jack Daniels Australia Facebook page. Regards. Tom.

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