Jack Daniel’s calls out to fans to help build a bar to celebrate its birthday

Jack Daniel’s is set to celebrate its birthday next month by asking fans to crowd source a bar.

Arnold Furnace is driving the campaign and is asking fans to donate time, equipment and materials for what they’re saying is the ‘world’s first crowd sourced bar’.

The campaign has kicked off today on social media with a recruitment shout-out to Jack Daniel’s Facebook fans in NSW. In exchange for their efforts fans will be rewarded with Jack Daniel’s products and merchandise, with the biggest contributors getting tickets to the grand opening of the bar on September 27.

Tom Spicer, ECD Arnold Furnace said: “There aren’t many brands that inspire such levels of enthusiasm and loyalty from their fans as Jack Daniel’s. With The Bar That Jack Built we’re out to quantify that love and build something tangible out of it in the form of a living breathing bar.”

Nora-Kate O’Connell, brand manager, Jack Daniel’s added: ”By asking our friends of the brand to participate in the creation of a Jack Daniel’s bar we are encouraging them to become a part of the brand and show us their true character. We are extremely passionate about this campaign which gives the brand a chance to give back to the friends who have given us so much over the years. Here’s to raising a Jack to Jack this September.”

Last year Jack Daniel’s celebrated its “birth month” with a bespoke sign writing campaign which saw headlines painted onto the same type of wood still used to barrel the product.


Arnold Furnace Team:

  • ECD – Tom Spicer
  • Creatives – Luke Duggan and Cameron Brown
  • Client Services Director – Michael Stevenson
  • GAD – Ian Hartley
  • Senior Account Manager – Natalia Kowalczyk
  • TV Production – Melissa Petryszyn
  • Production – Bridget Brice

Agency Partners:

  • Nigel Hickey, Head of Experiential – Red Agency


  • Nora-Kate O’Connell, Brand Manager – Jack Daniel’s Family of Brands


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