From Glossop to Google: Jack Badger’s craftsmanship goes global

Jack Badger Ltd, a traditional joinery company based in Old Glossop, has been selected to appear in an international advertising campaign for Google Workspace. 

The campaign celebrates British businesses that are investing in traditional crafts, helping to keep them alive, but also appreciating where modern technology, such as Artificial Intelligence (AI), can play an important role. 

Jack Badger is a team of highly talented and knowledgeable traditional joiners, with experience of working on some of the most beautiful, complex and prestigious projects in the country and recently in America too. The company were approached, alongside nine other British businesses, where tradition is at the heart of what they do, to be part of the Google Workspace 10 stories campaign. Each company filmed a commercial and shot content for billboards, telling their story and how Google Gemini has helped them be more productive. 

The headline of the campaign ‘Jack Badger Ltd uses AI to focus in meetings, so they can concentrate on traditional joinery’ sums up the company’s philosophy and how they operate. 

Whilst understanding the importance of meetings and effective communication to ensure projects run smoothly, they embrace AI to take some of the legwork out of the admin around these so that they can spend more time on what they do best, making bespoke architectural joinery. 

Ben Naylor, Managing Director of Jack Badger said “If medieval joiners had access to the technology we have today, they would one hundred percent use it. We never want to detract from the handmade aesthetic of a door so we would never use technology to compromise that, but if we can use it to enhance the internal construction of a door, or use AI to help meetings run more smoothly and communicate with the wider project team across the country or even the world, we will embrace it.” 

Back in June, a film crew and team of creatives spent 48 hours filming at the Jack Badger workshop, capturing the essence of what the team of specialists do. Ben said “It was a surreal experience being involved in something so big. We’ve never done anything like this before, so it was a fantastic opportunity to work with such a big global brand and see first-hand how campaigns like this come together.” 

The team have been excitedly waiting for the advert to launch so they can see themselves on TV and billboards across the country.