Jack Daniel’s Australia is going to celebrate its birthday in September with a crowd-sourced bar, and it’s seeking creatives that will help the company implement the idea. Fans are called to donate their precious time as well as enthusiasm, equipment and materials for the future “world’s first crowd sourced bar” that will carry Jack Daniel’s DNA.

The campaign by Arnold Furnace is rolling out on the brand’s Facebook page and the dedicated micro-site. Jack Daniel’s is encouraging the fans to contribute to the celebration with just everything, from real involvement to inspiration and expertise.

Consumers are invited to submit photos of materials they are going to donate and describe the skills they can share to build a unique bar. In return, they get a chance to win Jack Daniel’s products, merchandise or tickets to Jack’s Birthday party and enjoy the celebration at the bar “built entirely from the generosity, ideas and enthusiasm of you, our friends.” The grand opening of the bar is slated for September 27.

“By asking our friends of the brand to participate in the creation of a Jack Daniel’s bar we are encouraging them to become a part of the brand and show us their true character. We are extremely passionate about this campaign which gives the brand a chance to give back to the friends who have given us so much over the years. Here’s to raising a Jack to Jack this September,” commented Nora-Kate O’Connell, brand manager, Jack Daniel’s.