Jack Daniel's has long celebrated its independent spirit and craft. So for the 4th of July we partnered with talented artists and paid tribute to these two core brand values with a hand-made poster campaign. Our methods included carving letterforms from the charred staves of used whiskey barrels, traditional sign painting on the door of a 1954 GMC pickup truck, hand-stitched typography from fabric dyed with whiskey and a mélange of paint pen, watercolor and screen printing.
Each finished piece was photographed and used in media placements across the country, including 5 different billboards in Times Square.
HONORS: CANNES | ONE SHOW | TDC | COMM ARTS: DESIGN | COMM ARTS: TYPOGRAPHY | COMM ARTS: DESIGN | GRAPHIS | CRESTA | COOPER HEWITT MUSEUM OF ART & DESIGN
THE POSTERS
JACK DANIEL’S MEETS HELMS WORKSHOP
We created two posters with Austin designers, Christian Helms and Erick Montes. One poster was sewn using hand-stitched letterforms made from fabric dyed with actual Jack Daniel’s whiskey. A second poster used letterforms carved from the charred staves of used whiskey barrels.
JACK DANIEL’S MEETS JON CONTINO
This poster was silkscreened and then lettered by hand with paint pen and watercolor.
JACK DANIEL’S MEETS THE SIGNPAINTER
We created two posters with Oakland sign painter Derek McDonald. One poster was painted and pinstriped by hand, on traditional signboard. The other was painted on the door of a '54 Chevy pickup truck.
OUT OF HOME
The finished works were photographed and displayed in unique out-of-home placements, including 5 massive boards in Times Square.
