This year, for Wild Turkey’s annual ‘giving back’ initiative in the US, we helped the brand celebrate and give back to others who, despite challenging times over the past year, followed their instincts — channeling the uncompromising spirit of Wild Turkey and Wild Turkey’s Jimmy Russell, the longest-tenured, active Master Distiller in the global spirits industry.
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Sometimes, to appreciate a brand (or bourbon in this case) you just need to know it better. This led us to the foundation of the “Now You Know” campaign
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For Wild Turkey’s “With Thanks” annual global initiative, we created a social campaign around giving back to Local Legends – those who’ve supported their communities with unwavering conviction through 2020’s challenging times.
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With bars and restaurants closed, Wild Turkey had to create innovative virtual ways for audiences to engage with the brand. While production has been challenging due to the shutdown, we produced live sessions and a full calendar of video and static content to give everyone “Bold Nights In” throughout the pandemic.
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VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
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Capitalizing on Hennessy’s tension between its European aristocratic heritage and its urban US energy with a new category and aspirational identity: the drink of “the urbane.”
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Light beer marketing had become so marked by its boorish and heavy-handed humor, it was the perfect time for a disruption with the entry of a “luxury light” personality.
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When luxury becomes generic, trust the artists and the provocateurs to reimagine its meaning.
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