Jack Daniel's
It's The Thought That Counts
ROLE
Art Direction
Design
Client
Jack Danie's
AGENCY
Arnold Worldwide
COLLABORATORS
I Love Dust
Kartwheel Craftsmanship
Jody Horton Photo
Info
It’s The Thoughts That Counts is a celebration of well meaning gifts that weren’t so great. We created an online contest where users could submit their bad gifts of a chance to win custom hand-made gifs from Jack Daniel’s. The campaign was a big hit and ran for two years — each with a different prize and aesthetic.
YEAR TWO:
A SLED MADE FROM WHISKEY BARRELS
We created a hand-made and hand-painted sled from real Jack Daniel’s whiskey barrels. The metalwork on the sled brought into iconography from the iconic Jack bottle label design.
YEAR 1:
A CUSTOM-KNIT HOLIDAY SWEATER
This year’s prize was a custom hand-knit ugly sweater. These were extremely time consuming to make and only twelve of them exist in the world.
