The Bar That Jack Built

Creative Director/Art Director: Luke Duggan Creative Director/Copywriter: Cam Brown Executive Creative Director: Tom Spicer Designers: Darren Cole, Nic Adamovic Digital Designer: Jonathan Miranda Client Services Director - Michael Stevenson Group Account Director - Ian Hartley Senior Account Manager - Natalia Kowalczyk Account Executive - Belinda Bennett Head of Experiential, Red Guerilla - Nigel Hickey Junior Producer, Red Guerilla - Steph Santos TV Production - Melissa Petryszyn Production - Bridget Brice

Probably the largest project I've been involved in. My copywriter and I had the task of celebrating Mr Jack Daniel's 164th birthday.
Because we had pretty much no money on this brief, and Jack Daniel's Australia has 200,000 fans on their Facebook page, we thought let's get together and use these guys for what they do best, build shit. 
We thought let's all build a bar together, a place we can own and drink Jack and celebrate the man's birthday.
All we had for payment was Jack. And lot's of it. So the more materials, time or expertise they volunteered, the more Jack Daniel’s they received. And luckily these guys thought that was a pretty good deal. And hey, it was something pretty cool to be involved in.
So welcome to The Bar that Jack Built.
It's actually pretty hard to build a bar, and with just whiskey as pay, so we realised it was the 'worlds first crowd-sourced bar'. So that was another reason people wanted to get involved.
The whole thing came together through different stages: The Recruitment. The Collection. The Construction. And The Celebration. Not only did we get all kinds of tradies to come together we also got three great bands flying in for the party (all paid in Jack). And my favourite part was gathering a dozen local and international artists to do a portrait of the man himself.
We also used it as an opportunity to advertise the people who helped out, so for example, the woman who did everyones workshirts got celebrated, so if you're looking for great tshirts, give Marianne a call.
So, how many bottles of Jack does it take to build a bar?
The RECRUITMENT
The Recruitment video
Bar Sign. Typography by Houdini, 3D by Cream Studios
Making the Invite teaser video
Coaster invite stamp by Maggie at Penrith Rubber Stamps
The COLLECTION
The Collection Video
Vince and his donated truck
'Dave & Gav's piano' video by Ash at Hired Gun TV Productions
'Marianne's Print Shop' video by Ash at Hired Gun TV Productions
Tees by Marianne at Simply Spray Australia
The CONSTRUCTION
The Construction video
Bar build by Phil at Hot Sets
Jack mural doorway by Josh2000 Projekts
Jack Portraits. Artists: Kevin O'Donnell, Jodee Knowles, Josh2000 Projekts, Hules, Lexi Land, Sam Shennan, Mulga, Pigeon Boy, Philip James Frost, Yoshio Honjo, Simon Lovelace.
The BAR
The Celebration video. Song: 'Broke a Chain'. Upcoming release by The Fumes.
Piano donated by Gav and Dave
The Fumes, Mary's Lie and Kid Zeus played for Jack. Legends.
Chandelier Sculpture by Dion Horstmans
Lexi Land with her portrait
The design of the bar
The finished bar
The RESULTS
Case study video
The results were good. We got global attention. We got new fans of Jack. We can tick building a bar off our bucket lists. And we had one hell of a party.
 
Not bad for 268 bottles of whiskey.
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