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.
Patriotic Whiskey Posters
Jack Daniel's Celebrates With Jack Independence Campaign
Trend Themes
1. Handmade Art - Opportunity for brands to collaborate with independent artists and promote traditional art techniques.
2. American Pride - Brands can leverage patriotism to create campaigns that celebrate American traditions and values.
3. Craftsmanship - Highlighting the art of craft and promoting handmade products as a way to differentiate in the market.
Industry Implications
1. Alcohol - Opportunity for whiskey and other alcohol brands to collaborate with artists and create limited-edition artwork for promotional campaigns.
2. Art and Design - Art galleries, museums, and design studios can collaborate with brands to showcase traditional art techniques and promote the value of handmade artworks.
3. Marketing and Advertising - Advertising agencies and marketing firms can help brands develop patriotic campaigns that resonate with consumers and highlight the importance of craftsmanship.