Jack Daniel's brand has been built on stories about Jack himself, his independent spirit, and unique way of making whiskey. But this was not connecting with younger drinkers. We asked modern artists that demonstrated this independence and craft to interpret these stories in their own way
We took the artist McBess on a roadtrip to Lynchburg, to find out more about Jack. McBess returned inspired and made a series of screenprinted posters, packed full of references to many different stories, and we set about using the imagery in a variety of different ways.
We used elements of the illustrations to make a series of GIFs for social media, talked about different examples of Jack Daniel's spirit.
The imagery was also perfect for creating great On & Off trade material, as well as more quirky items like badges and a sticker-book, to help drinkers spread the word themselves
