Jack Daniels has launched a new campaign to celebrate the brand’s namesake’s 163rd birthday.

The campaign, created by Arnold Furnace and Lynes & Co, is running across print and outdoor and is aimed at, “celebrating the man and reminding people of his importance to the brand.” ‘Raise a Jack to Jack’ was created using hand painted all the headlines onto multi-layered wooden backgrounds.

The exact date of Jake Daniel’s birthday is unknown, so is celebrated throughout the entire month of September.

Tom Spicer, executive creative director at Arnold Furnace says, “Jack Daniel’s has been made the same way since 1866 because it’s a brand built on craft and authenticity. These beautiful headlines hand painted onto American White Oak – the same wood they still hand-make their barrels from today – celebrate Jack in the same spirit.”

Brand manager Nora Kate O’Connell adds, “Jack Daniel’s is incredibly proud of the authentic stories that make it the brand it is today. It’s founder, Jasper Newton Daniel’s was an authentic/ Independent and most importantly a “real” man whose birthday & values are celebrated around the world in September. The “Raise a Jack to Jack” campaign communicates to consumers that Jack, the man & the whiskey are one and the same and this September it is once again time to celebrate both.”