Jack Daniel's: Independent. Since 1866.
Jack has always been an iconic symbol of the independent spirit. So to reinforce that ideology, we created a campaign that championed the independent spirit of Americans, and we launched it right before the 4th of July.
In 2011, we worked with Yee-Haw industries on a set of 10 letter-pressed posters. Each poster took 3 days to make and all were statements of the independent spirit that lives in all Americans. We shot a short documentary about the process.
We then used the letterpress and woodcut artwork to create hand-painted, outdoor murals across the country, as well as a set of 10 collectable, limited edition posters.
Online, we created a facebook application where users could view the work we’d created as well as make their own declarations with our handy little poster maker.
AS AMERICAN AS
We carried the idea of doing things the right way into our TV as well by shooting on 6 different film stocks to create a spot that could not be replicated using cheaper digital methods. Even the artcards were carved and letterpressed using one inch thick blocks of solid maple.
Since this campaign was all about independent spirits, we chose an up and coming blues prodigy for the music: Gary Clark Jr.