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.




#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.

Jimmy Russell 60th Anniversary Documentary

Long-form mini-documentaries


Brian Dunaway