This year’s Bonfire Night in the UK may have been more memorable than others, thanks to a new billboard campaign. Bonfire night is a party night when effigies of Guy Fawkes are burned. As people proceed on their pub crawl routes, they were met with projected billboard images that made it look like a bottle of Jack Daniels was on fire along with the side of the building. It was a campaign well timed to introduce Jack Daniel’s Tennessee Fire Whiskey. The agencies Kinetic, MediaVest and Arnold Worldwide collaborated on the project. Agency representatives said they chose this stunt to launch the campaign to draw the attention of their target audience, men between the ages of 19-29. The projections were in London, Glasgow and Manchester. Apparently the campaign was a success, measured in the number of times photos of the billboards were tweeted and the billboards were covered on blogs and newspapers. No word if we will see a stunt like this on Atlanta billboards.