Rare is the night of whiskey drinking that ends without a story. With that in mind, Jack Daniel’s hopes to share some of the mischievous dares, oddball tales and wild nights that its Tennessee whiskey has inspired. The company reached out to Arnold Worldwide, which sent its staffers to rove the country in search of bar-side raconteurs. The teams gathered about 1,000 real-life storytellers, building rapport with bar owners, bouncers and regulars. After this initial round of scouting, a small production team spent another month gathering notes and audio and video footage. The resulting site, the Few and Far Between, includes 50 true tales—a size just manageable enough that the developers at MediaMonks could enable it to perform seamlessly on desktop and mobile. The entire project took seven months from concept to completion, with delicate crafting at every stage, down to the hand-drawn story titles and subtle CSS “bleeding” animations in each rollover on a story chapter. Breaking out of the traditional grid mold, the Few and Far Between’s homepage offers a collage of graphic vignettes that fade in and out of darkness. So far, traffic has exceeded the team’s expectations “by a wide margin,” and it has been awarded Site of the Day from both the FWA and AWWWards.