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Each year, Jack Daniel’s celebrates the 4th of July with its ‘Jack Independence’ campaign, in which the whiskey brand creates a series of posters in collaboration with independent artists. This year, the artists have created five unique, hand-made posters, which were all made using traditional art techniques such as embroidery, painting and fred cutting.
While the Jack Independence campaign celebrates American independence, it also brings attention to the tradition of creating things using only the artist’s bare hands. The posters feature statements that combine both American pride and the art of craft. For example, one poster says, “Craft. The handmade. The sweat. Followed by the tears. Where the devil and detail run side by side. And the most important ingredient is pride. Where nothing is taken for granted and quality is king. Whatever happened to craft? Thankfully, nothing.”
Jack Daniel’s also recorded documentaries showing how the posters were made. Watch one here and visit the Jack Daniel’s site for the others.