Wild Turkey had a problem.


It was old. Irrelevant. And considered kind of trashy. But the real story was that
Wild Turkey is a true original. With a recipe that’s never changed. Because of one man
who refused to change or budge on quality. For 60 years and counting.
Authenticity. In a category of fluff and half-truths and just plain bullshit. Whether it’s
whiskey or skiing or horseracing... that kind of commitment is what resonates.
And so the Bottled but Nevertamed campaign was born.

Broadcast


OOH

Print



#ToastJimmy Social Media Program +  Poster Surprise & Delight
In honor of Master Distiller Jimmy Russell’s 60th anniversary at Wild Turkey, we asked fans to #ToastJimmy in
social media and rewarded them by custom-designing their posts. In addition, 60 lucky toasters received commemorative,
screen-printed posters signed by the legend himself.





#RideWithRosie Social Media Program +  Charitable Activation
It started with an old-school, long-copy print ad. A personal letter inviting fans to use the #RideWithRosie hashtag.
When they did, Master Distiller Jimmy Russell donated $1 to the racehorse charity Old Friends. And if Rosie made
history and won the Kentucky Derby, Wild Turkey would double its donation. The hashtag trended on Twitter and 
raised $35k for some thankful thoroughbreds.



Nevertamed.com
Jimmy Russell 60th Anniversary Documentary
 

Long-form mini-documentaries
 


 



Brian Dunaway