Jack Daniel’s Postcards Australia

 

 

Lynchburg is a one traffic light town in Tennessee where nothing happens fast, including the making of the world’s most popular premium American whiskey. Jack Daniel’s has been made there ever since a certain Jasper Newton Daniel founded America’s oldest registered distillery, aged just 16.  

 

The distilling process is the same today as it was all those years ago and aside from a few more visitors the town hasn’t changed much either. Both have been celebrated in a long running print campaign entitled ‘postcards from Lynchburg’.  And now the campaign has arrived on Australian shores to spread the word down under.

 

Six out-of-home executions are currently running, detailing everything from the difference between whiskey and bourbon to the fact that the Scotch industry uses old Jack Daniel’s barrels.  All have a unique Jack Daniel’s tone of voice that has endeared the brand to consumers the world over.  

 

The most ambitious execution is an 80 foot escalator skin that takes you on an educational tour of the barrelhouse from bottom to top.  In Tennessee the barrelhouse is a hallowed place steeped in history (and whiskey), where every bottle of Jack Daniel’s has been left to mature since 1866.  Back then there was only Old Number 7 filling the famous American White Oak barrels and while nothing else has changed in the maturing process, there has been a few additions to the family - 1907, Gentleman Jack and Single Barrel to name a few.

 

Take a trip through Bondi Junction train station and you can brush up on your knowledge of what makes these whiskies so special and different from each other. A must for any budding whiskey aficionado.  

Timothy Ryder, Brand Manger, Jack Daniel’s said, “For a company with such a strong heritage, storytelling remains at the core of our brand. Stories connect us; they tell us who we are and where we came from. The Postcards from Lynchburg campaign is a chance for us to communicate with our consumers and reveal a little more about who we are as a brand.” 

Arnold Furnace team:    

ECD: Tom Spicer  
Design/Art Direction: Luke Duggan, Ben Xu
Typography: Jonathon Wilson
Writer: Archie Murugaser 
Production: Chris Hulsman
Group Account Director: Michael Stevenson
Senior Account Manager: Natalia Kowalczyk 

Agency Partners:
Retouching: Ted Blore