Insight 
Crafting Jack Daniel’s Tennesee Whiskey is an art and there’s a specific material that turns it into something truly great: charcoal. Each drop of Jack Daniel’s goes through 10 feet of charcoal to ensure maximum smoothness. This is such an important step of the process that Jack Daniel’s makes its own charcoal.
Idea
As part of a unique digital promotion, Jack Daniel’s tapped world-renowned Brazilian artists Bicicleta Sem Freio to turn consumers around Latin America into pieces of art by drawing portraits of them. Of course, they used the same charcoal used to mellow another work of art: Jack Daniel’s whiskey. 

The drawings were then displayed in galleries throughout Latin America, showing that Jack Daniel’s whiskey is as much of a work as those who drink it.