Sydney's Arnold Furnace leverages Australia's festival scene for Jack Daniels
Arnold Furnace, with offices in Melbourne and Sydney, has created a campaign for clients Jack Daniels intended to leverage Australia’s status as hosts of “the biggest music festival scene in the world”.
The barrelhouse
The campaign, described as digital and experiential, is intended to introduce new drinkers to Jack Daniels at an earlier age, it was reported. It involves the creation of a barrelhouse intended to replicate the space where Jack Daniels is matured, which instead contains a stage and an air conditioned bar.
"In Tennessee The barrelhouse is where Jack Daniel's whiskey is left to mature, where its character is formed. This one runs along similar themes but is more about good times than old time whiskey making," said Tom Spicer, executive creative director, Arnold Furnace.
"The barrelhouse is a fantastic asset for Jack Daniel's that will be around for years to come. Thanks to the amazing talents of Rob Stanton-Cook and the rest of the team at Infinity Squared, we've been able to give everyone who wasn't lucky enough to experience it in person, a real taste of what it was all about. And hopefully win Jack a few more friends along the way."
The campaign features four films featuring the barrelhouse from the respective perspectives of a DJ, a band, a photographer and a fan.
Jason Fielding, founding partner at The Sound Campaign said: "Brands are increasingly partnering with music festivals as an efficient way to reach their key target market and Jack Daniel's has raised the bar with The barrelhouse campaign in terms of sophistication of campaign, physical build and on site engagement."