Wild Turkey
When the public says it’s redneck rocket fuel and the distiller says they make Real Bourbon, No Apologies, there’s some explaining to do. We crafted the role for Matthew McConaughey and he redefined the role of celebrity Creative Director in the process. From concept to color corect, his commitment comes through less like a spokesman than representing the authenticity that's at the heart of Wild Turkey.
The Storyteller
More than a spokesman, Matthew drank up the stories of Jimmy and the brand and made it clear they were part of his life when he told them.
Television & Digital
After our repositioning launch film and PR campaign, TVC and video assets followed Matthew in pursuit of unmappable moments.
OOH & Point of Sale
A reimagined global position requires a new global image. We splashed a simple, evocative set of shots across the planet.
It all started at the river
We spent a day at the distillery with Mr McConaughey and Mssrs Russell, the family that has turned water from the Kentucky River into bourbon for generations. Matthew explained what he respects about the brand and the family, and we all got a taste of what makes the place special. Most web films drag after a minute or two. At over six minutes, this one feels like it's a teaser for a story that made people want to kick back and enjoy with a glass or two. A handful of :06 and :15 edits ensured the story were served in digital.
Print & Point of Sale
Golden hour on the set of a global TV shoot is high stakes. Asking your star to step away to create an iconic photograph at the crux is a big bet. We paired Matthew with Joey L and made this iconic feeling image in about six minutes before he stepped back into performing and directing TVC duties.
TVC
If you stay true to yourself, you'll get where you're supposed to be. It’s the story Matthew and Wild Turkey share. We worked with him to develop a couple of stories for television and digital.
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