Introducing the world's first crowd-sourced bar.
Jack Daniel's Australia has 200,000 fans on Facebook, so to celebrate Jack's 164th birthday we thought let's get together and use these guys for what they do best, build stuff.
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.
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.
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.
Awards: Spikes Asia: Silver, New York Festivals: Finalist, Award Awards: Bronze, Reggie Awards: Bronze, Ex Awards: Gold, PMA: Experiential Campaign of the Year, PRweek Asia: Brand Development Campaign of the Year, Finalist, Best Ads: Pick of the Week.