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'Raise a Jack to Jack'

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Arnold Furnace marks Jack Daniel’s birthday with a month long celebration

'Raise a Jack to Jack'



Unlike most whiskies Jack Daniel’s is the product of its name sake, a real man with an independent spirit who first walked the earth 163 years ago this month. 


As much as is known about him, the actual day of his birth remains a mystery as his birth certificate was destroyed in a fire at the records office many moons ago. 




So, unlike most people Jack’s birthday is celebrated the world over for the whole month of September – which somehow seems fitting for the founder of the world's most popular premium American whiskey.  




The task for Arnold Furnace was to create a print, outdoor and through the line campaign celebrating the man and reminding people of his importance to the brand. 


Arnold Furnace partnered with Lynes & Co. a company specializing in bespoke signwriting for the campaign entitled ‘Raise a Jack to Jack’. Using time honoured techniques Lynes & Co. hand painted all the headlines onto multi layered wooden backgrounds. Celebrating craft in the way Jack would be proud of.   


Tom Spicer, ECD at Arnold Furnace said, “Jack Daniel’s has been made the same way since 1866 because it’s a brand built on craft and authenticity.  These beautiful headlines hand painted onto American White Oak – the same wood they still hand-make their barrels from today - celebrate Jack in the same spirit.”


Brand manager Nora Kate O’Connell added “Jack Daniel’s is incredibly proud of the authentic stories that make it the brand it is today. It’s founder, Jasper Newton Daniel’s was an authentic/ Independent and most importantly a “real” man whose birthday & values are celebrated around the world in September. The “Raise a Jack to Jack” campaign communicates to consumers that Jack, the man & the whiskey are one and the same and this September it is once again time to celebrate both.”


ECD / Tom Spicer  
Typography / Darren Cole, Nic Adamovich
Writers / Helen McDougal, Romy Smith
Production / Chris Hulsman
Group Account Director / Michael Stevenson
Account Director / Ian Hartley
Senior Account Manager / Natalia Kowalczyk 
Sign Writers / Lynes & Co
Photographer / Adrian Lander
Carpenter / Josh Pinkus
Client  / Nora Kate O’Connell

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Genres: Animation

Categories: Spirits, Alcoholic Beverages, Mon, 09 Sep 2013 05:18:14 GMT