The purpose of this poster series is to generate excitement and anticipation around the 28th Annual Jack Daniel's Invitational BBQ Championship, which takes place each year in Lynchburg, Tennessee.

DVL Seigenthaler wanted to take the negative energy generated in a contentious political year and flip it on its head, drawing attention to something we can all get behind-delicious, world class barbecue.

The hand-carved illustrations and offset lithography used in this process give each poster a unique quality.

Seventy-four championship teams from the U.S. and twenty-two international teams competed at the 28th Annual Jack Daniel’s World Championship Invitational Barbecue—the largest field of competitors ever. Attendance at the event was estimated at nearly 24,000 people. The coveted posters sold out at the Lynchburg Hardware Store on Thursday before The Jack. The event also garnered significant local, national and international media coverage.