Red Guerilla wins Reggie Award for Jack Daniel’s ‘The Bar That Jack Built’

Red Guerilla has won a Reggie Award for Jack Daniel’s ‘The Bar That Jack Built’.

The announcement: 

Red Guerilla, the brand experience division of Red Agency, has been awarded a Reggie for its campaign The Bar That Jack Built at this week’s Reggie Awards which celebrate the best and most innovative brand activation and marketing programs.

In collaboration with Havas sister agency Arnold Furnace, Red Guerilla created the world’s first crowd-sourced bar, The Bar That Jack Built,  to celebrate Jack Daniel’s 148th Birthday. Driven by social media and word-of-mouth, the campaign offered people the chance to work for Jack – literally – by helping build a bar that would become the venue for an exclusive birthday celebration.