杰克丹尼：Live freely, drink sensibly

文/Aoi @顶尖文案TOPYS

在杰克丹尼的网站上有这样一段话，不失为理解它风格的一个途径——

Here’s To The American Spirit

There’s something to be said about a man who isn’t afraid to be himself. Who takes pride in staying true to who he is. That’s why Jack Daniel’s Whiskey is what it is today. Because the man behind it all, Mr. Jack Daniel himself, was a man who did things his own way, the best way he knew how. It’s an independent spirit that is found in each and every bottle of Jack Daniel’s. And a spirit we think deserves celebrating.

向美国精神致敬

那些敢于做自己且为自己骄傲的人，实在值得我们谈论。这也是为什么，杰克丹尼的Tennessee威士忌是今天这个样子。它的创始者，杰克丹尼先生，就是一个特立独行的人。他知道怎么做最好。你能在每一瓶杰克丹尼里找到“独立精神”，这值得庆祝。

杰克丹尼给自己的标签是“美国威士忌”，广告画面、语言无不体现出这一点，下面几则平面中的红蓝白配色、五角星也是如此。这种以国家荣誉感激发认同感的方法，消费者十分受用。使得杰克丹尼单瓶销量多年来高踞全球美国威士忌之首。

简单的路，快捷的路，都不是最好的路。

(每一滴威士忌都会透过十英尺长的糖枫木炭过滤，进行柔和处理。)

告诉你一个事实：手作的更能与心灵感应。

(指威士忌在手工打造的酒桶中熟化的过程)

自由是权利。独立却是选择。

（选别的威士忌，你便没有那么“特别”。）

Advertising Agency: ArnWorldwide, USA

Chief Creative Officer: Pete Favat

Group Creative Director: Wade Devers

Director of Global Marketing: Carmen D'Ascendis

Associate Creative Director / Art Director: Travis Robertson

Associate Creative Director / Copywriter: Todd Mitchell, Greg Almeida

Producer: Ben Ouellette

Print Production: Jim Spadafora

Art Producer: Andrea Ricker

Project Manager: Kate Murphy

Business Affairs: Lisa Mercier

Account Services: Nate Stewart, Shannon Coletti

Photographer: Andrew Yates

Illustrator: Helms Workshop

Published: July 2012