Arnold Furnace to flypost music posters to promote Jack Daniel’s
Arnold Furnace has created a new poster campaign highlighting the relationship between Jack Daniel’s and music.
To promote the brand’s various products, Arnold Furnace created music posters drawing on a different genres which are used to represent the different characteristics of the products and the audiences they’re aimed at.
The posters will continue with the format of music posters, with them to be flyposted around music festivals, in laneways and outside venues as opposed to using traditional poster sites.
Arnold Furnace ECD Tom Spicer said: “What started out as a tricky range brief has produced an iconic campaign that heroes JD’s genuine relationship with music. Jack is a brand built on authenticity so it’s particularly pleasing to see the poster element shunning the Adshel’s and being flyposted in all the ‘wrong places’, talking to real music fans.”
The campaign will be amplified on Spotify which will host a list of bespoke playlists for each music genre.
Brown-Forman brand manager – Jack Daniel’s Nora-Kate O’Connell said: “Jack Daniel’s is an icon of independence and with a credible musical heritage has the ability to become an integral part of the music experiences which define 18-29 year olds.
“Arnold Furnace have done a great job in bringing the brand’s credible connection with music to life using bold and authentic artists in a way that reflects the Jack Daniel’s brand values. Each creative execution has allowed each one of the brands within the trademark to be brought to life in a manner that is unique to their personality, whilst overall holding the Jack Daniel’s spirit and attitude.”
Credits:
Arnold Furnace Team:
- ECD – Tom Spicer
- Creatives – Luke Duggan and Cameron Brown
- Art Direction & Design – Luke Duggan, Darren Cole, Nic Adamovic
- Copywriting – Cameron Brown
- Producer – Chris Hulsman
- Group Account Director – Michael Stevenson
- Account Manager – Natalia Kowalczyk
Agency Partners:
- Illustrators: Jacky Winter Group – Andrew Fairclough, Heath Killen, Travis
- Price & Sam Bevington
Client
- Nora-Kate O’Connell, Jack Daniel’s Brand Manager
- Matt Harada, Jack Daniel’s Senior Brand Manager
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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