Jack Daniel’s is a true icon of the independent spirit. It’s always been a brand that stands for people who do things their own way. The freedom to do and make things we believe in is a founding principle of our country. And there’s no better time to celebrate the spirit of independence than the 4th of July.

In 2011, we worked with YeeHaw industries on a set of 10 letter-pressed posters. Each poster took 3 days to make and all were statements of the independent spirit that lives in all Americans. We then used this art for all of our advertising efforts: the poster series, print, online, wallscapes and more.

While the Independence campaign was one part of a larger organisational effort to drive sales growth, it contributed to a 2.6% increase to date year over year. Just as important, the campaign galvanised Jack Daniel’s fans on Facebook. -The app received 38,000 visits in the month after it launched, including over 17,000 plays of the letterpress documentary. -Over 100,000 new fans ‘liked’ the brand during the course of the Independence campaign.-Over 3,000 posters were either downloaded, purchased or shared on Facebook.-Over 1,300 people posted toasts.A number of blogs and publications, with various different subject matters and communities, picked up the documentary organically.