Advertiser: BROWN FORMAN
Agency: ARNOLD WORLDWIDE
Category: Copywriting
Photographer: Andrew Yates (Andrew Yates)
Illustrator: Christian Helms (Helms Workshop)
Tech Manager: Ebbey Mathew (Arnold Worldwide)
Photographer: Kevin Twomey (Kevin Twomey)
Social Media: Matt Karolian (Arnold Worldwide)
Copywriter: Greg Almeida (Arnold Worldwide)
Director Of Marketing: Paul Nelson (Arnold Worldwide)
Chief Creative Officer: Pete Favat (Arnold Worldwide)
Information Architect: Lisa Riffelmacher (Arnold Worldwide)
Digital Producer: Todd Buffum
(Arnold Worldwide)
Copywriter: Todd Mitchell (Arnold Worldwide)
Group Creative Director: Wade Devers (Arnold Worldwide)
Producer: Andrea Ricker (Arnold Worldwide)
Client: Carmen D'Ascendis (Brown Forman)
Producer: Kate Murphy (Arnold Worldwide)
Art Director: Travis Robertson (Arnold Worldwide)
Producer: Ben Ouellette (Arnold Worldwide)
Illustrator/Typographer: Derek Mcdonald (Golden West Sign Arts)
Illustrator: Erick Montes (Helms Workshop)
Typographer: Jon Contino (Jon Contino)
Effectiveness
The posters were featured on hundreds of blogs and websites- including Playboy, Devour, Vanity Fair and others. Posters were shared and liked over 100,000 times on Facebook and traffic to jackdaniels.com was up 76% in the months of July/August. An additional 10,000 posters were printed and shipped to American troops serving overseas. Sales of Jack Daniel’s rose more than 13% in 2012.
Campaign Description
Jack Daniel's wanted to create a campaign celebrating the 4th of July in America. In addition, the brand wanted to highlight craft and the handmade — two things Jack Daniel's takes pride in when making their Tennessee whiskey.
Implementation
The posters were printed and sent to liquor stores across the US in time for the Forth of July Independence Day celebrations.