Jackson Warewashing Print Campaign

Jackson Warewashing Systems makes arguably the best commercial dishwashers in the world, but they felt that their advertising was a little commonplace. They asked us to create something that would stand out in the field of “chrome box” ads found in restaurant supply trade publications.

We hit upon the idea of taking the machine out of the restaurant and putting it in a scenario where it’s hiding in plain sight, mimicking something else to illustrate a quality or feature. One dishwasher takes the place of a safe to illustrate how it saves money and resources, another contains its steam so it stops a potential steamy situation, another can fit extra large trays as if by magic, and yet another is so thorough, it rivals the TSA. 

Jackson loved the idea of the machine substituting for another object so much that even after they brought their advertising and design in-house, it has remained the signature theme of their ads.