DECLARATIONS OF INDEPENDENCE
DECLARATIONS OF INDEPENDENCE
In 2011, Jack Daniel’s was looking for a way to improve 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 who could help bring them to life and filmed them applying their craft. We asked an independent musician to score some music, cut them into short films and then we put them out into the world. The films and artwork were used across social channels to drive folks to the Jack website where you could order a bottle and buy posters. The posters were hung in bars and liquor stores and we even gave people access to a web app where they could to write their own “declarations” and download as a 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 these posters hanging in those same bars and liquor stores around the U.S.