“Handcraft: The word we live by”, was a project that stood out the handcrafted character of Jack Daniel’s, by the creation of 3 iconic billboards made completely by hand, by three urban artists (Isauro Huizar, Minoz and Pepe Lepop) with different techniques respectively. These billboards took place in 3 different cities: Monterrey, Mexico City and Guadalajara.

We use our approved campaign master graphic with the legend “Independent since 1866” and gave it to 3 urban artists, so they could bring it to life through 3 different techniques: carved wall, carved wood and hyperrealism art.

1. Isauro Huizar: Dedicated to create pieces of art and design with different materials, Isauro was the first artist in charge. His technique was based on carved wood cuts, carbonized and painted it, which together, they played with textures, reliefs and depths, resulting on the first of the billboards made out of wood.

2. Pepe Lepop: His technique is called “Carved Wall”, by which it achieves an effect of relief on the wall, made with hammer drill and chisel.

The third guest was a Mexican artist who has always developed his work on the streets. His nickname is Minoz, and he made the third billboard just by painting. Hyperrealist painting, we mean.

Each billboard was recorded to create a short documentary where you could see the making off, of the 3 pieces and the moments that were experienced in this fantastic project.

With this, under the concept “This is Jack. Who Are You?”, Jack Daniel's shared the values that represent who is Jack, via these 3 handcrafted pieces, showing the integrity that has always characterised the brand, joining to the Jack Daniel's legacy.