Jack Daniel’s celebrates Independence Day in the USA with a true representation of what craft really is. The whisky brand’s annual tradition is to collaborate with independent artists to create a series of man-crafted posters ahead of July 4—in 2011, Jack Daniel’s unveiled letterpress prints, and now it is taking the idea further and presents a bunch of hand-made posters to mark the occasion. To add the atmosphere of authenticity, the three artists, who partnered with the brand this year, created five unique posters with their own hands using traditional techniques, including embroidery, fred cutting, painting and more.
The artists in Berkeley, CA; Austin, TX; and Brooklyn, NY, spent longs hours, applying all their expertise and skills, to create posters, which are really worth looking at. The hand-made artwork was then photographed for print ads, posters and large-scale outdoor murals as part of the campaign.
The project is aimed to revive the affection to things created by bare hands and celebrate independence, both of a country and the people of with an unconventional mind. This concept was reflected in the statements on the artworks. Each of the prints feature an inspirational statement revolving around the theme of independence and celebrate old and tried ways of creating something special, which has its own soul and emanates love and warmth that was shared by the creator. For instance, one of the posters, the one made using a combination of screen-printing, watercolor and hand-drawn typography, reads: “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.” The other one, the handmade flag, says that “Freedom Is A Right. Independence Is A Choice.”
For their art pieces, creators used traditional materials, usually reclaimed ones, and chose nice and impressive forms for their messages. For making one of the artworks, Helms Workshop applied letters carved from the charred wood of an actual, used Jack Daniel’s whiskey barrel, and Derek McDonald took the door of a vintage 1950 pickup truck to create his painting for the campaign. The five prints along with the documentaries of the creation process can be found on the official website of the brand.