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Work / JWT BBQ Truck

March 17, 2011

JWT wanted to satisfy sxsw attendees cravings for saucy cow and pig flesh at SXSW Interactive this year. To do so, the agency hauled tangy, basted animal carcasses (from Texas favorite Salt Lick) all around Austin in two special trucks—and showering free barbecued meat on the masses. You could even requisition the trucks for a special delivery by appealing to @jwtbbq on Twitter. The Web site,, has a “Truck Finder” Bing map to locate the trucks and a “Threat Meat-er” that lets you know when they’re running low on BBQ. To get your mouth watering, watch the ultraviolent animation here and here, in which pigs and cows slice and dice each other in inventive ways, all for your gustatory pleasure.

My role as Creative Director on this project was to get the two animations that would be projected on walls in a guerrilla style to an awesome place, as well as define the visual language of the collateral branding including the wrapping of the trucks, stickers, and napkins which in a very clever turn of events contained our disclaimer, as well as some brand messaging. Once again a small crack unit inside JWT put in an amazing effort to turn out a tasty project in a very shout amount of time.


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