Jack Daniels’ Woodcut Poster Campaign

In the digital age, some of the most coveted American brands have discovered that there’s still a lot to be said for that which is tangible and authentic. Lately, many American brands have been exploring these concepts in their advertising campaigns. For Jack Daniels, a letterpress and woodcut poster campaign is the most recent approach.

Arnold Worldwide, working on behalf of Jack Daniels, turned to letterpress printer Yee-Haw Industries of Knoxville, Tennessee to create a series of 10 patriotically themed posters.

“Jack has always been an iconic symbol of the independent spirit. So to reinforce that ideology, we created a campaign that championed the independent spirit of Americans,” (Arnold Worldwide).

From start to finish, each poster in the series took three days to complete. Yee-Haw’s authentic print-making process includes sketching each design, carving individual blocks/plates, setting type and then printing each poster. For added authenticity, a bit of Jack Daniels is inked into each poster in the series. The original letterpress and woodcut artwork was then used as inspiration for large outdoor hand-painted murals found across the nation. Arnold Worldwide documented the print process in a short video (below).

Arnold Worldwide took the campaign one step further by building the “Jack Independence” Facebook app. App users can customize an original poster design and then share their creation. If you’d rather opt for an authentic, limited edition poster, those are available for purchase through Yee-Haw’s Etsy store.