There is a sea of sameness during the 4th of July. Particularly when playing in the space of “America.” Our challenge and objective was to come up with something that was not only bold and very much “Jack Daniel’s-esque” but work that wouldn’t be lumped in with the rest of the stale Americana in market at the time.

This is an original piece, created for this spot.

This campaign ran heavily across social media, was distributed as posters in geographically targeted bars across the country and, overall, was a tremendous success. For starters, in bar posters were a hit, with all the posters gone within hours. From a social media standpoint, we received thousands of shares, and tens of thousands of likes. People even wrote to Jack Daniel’s requesting special posters centered around their own cities and towns. We obliged by creating a poster for Austin, TX within 24 hours of being requested.