DECLARATIONS OF INDEPENDENCE

DECLARATIONS OF INDEPENDENCE

In 2011, Jack Daniel’s was looking for a way to boost sales during the summer season. So, we decided it was time to remind folks that while a hot dog and a beer may be a 4th of July tradition, Jack Daniel’s has a rightful place on the picnic table as the unofficial, official spirit of independence.

We wrote our own ‘declarations of independence’ in a series of headlines, found independent artists to bring them to life, and filmed them applying their craft. We also enlisted an independent musician to compose a score, cut everything into short films, and released them to the world. The films and artwork were used across social channels to drive folks to the Jack Daniel’s website, where they could order a bottle or buy posters. The posters were hung in bars and liquor stores, and we even gave people access to a web app where they could write their own ‘declarations’ and download them as unique pieces of art.

The campaign was a big hit, so we went back on the road the following year and made a bunch more. Every now and then, you’ll still see those posters hanging in bars and liquor stores across the U.S.