Jack Daniel’s taps hologram tech to connect fans with long distance friends for Christmas

Jack Daniel’s is gearing up for Christmas, with the alcohol brand looking to bring friends and families together to share a drink and catch up using real-time holographic video-calling technology.

As part of the brand’s Christmas campaign created by Arnold Furnace fans are being asked to tell them who they would like to catch up with and why, with the chance to win a place on the ‘Holiday Holograms’ scheme.

Arnold Furnace ECD Tom Spicer said: “Christmas is a time when family and friends look forward to spending time together but increasingly distance can prevent that, particularly for people living here in Australia.

Holographic technology is incredible and can instantly lessen that distance in a way that Skype or Facebook simply can’t. It is in its infancy but one of the global leading lights in this area is based right here in Sydney, which has made this campaign a reality and perfect for the Jack Daniel’s brand.”

Jack Daniel’s brand manager Tim Ryder said: “Christmas is an incredibly important time and as we all get busier, it is often the one time of year that we miss family and friends the most. Following our successful launch of the Jack Daniel’s Barrel Tree concept last year, we wanted to build upon this idea and ensure that as many people as possible see their loved ones this year, albeit through Holographic technology.

“For Jack Daniel’s, it’s not what’s under the tree, but who’s around it that matters”


Arnold Furnace Team:

  • ECD – Tom Spicer
  • Creative – Chloe Banicevic and Helen MacDougall
  • Client Services Director – Michael Stevenson
  • Group Account Director – Ian Hartley
  • Senior Account Manager – Natalia Kowalczyk
  • Account Executive – Belinda Bennett
  • Production – Monique Pardavi / Chris Hulsman
  • PR – James Wright / Adam Freedman, Red Agency

Agency Partners:

  • Production Company – Finch
  • Director – Luke Bouchier
  • Producer – Amy Dymond
  • Social Media Strategy: Tom Hosking, Society
  • Media Strategy: Declan O’Dwyer, UM, Clare Zappia, UM


  • Jack Daniel’s Brand Manager -Tim Ryder
  • Jack Daniel’s Digital Community Manager – Shane O’Brien

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