American bourbon brand Wild Turkey roped in Matthew McConaughey to design direct an off-grid wilderness cabin located in New South Wales’ Central Coast.
The campaign was developed to encourage more Australians to reconnect with the wild, while giving back to the Foundation for National Parks & Wildlife. Plus, a dollar of every bottle of McConaughey’s Wild Turkey Longbranch sold in November and December will be donated to the Foundation.
The rather charming cabin was first revealed in November at the Bennelong Lawn overlooking Sydney Harbour and the Sydney Opera House where McConaughey featured in a social content video, stills and media interviews to launch the campaign.
McConaughey, who was appointed Wild Turkey’s ‘creative director’ in 2016, said: “I’ve always been in awe of Australia’s natural beauty. My hope now is that the cabin will inspire Australians to reconnect with nature as an antidote to the frenetic pace of life.”
Nicole Stanners, marketing director, Australia and New Zealand of Campari Group which owns Wild Turkey, said, “Our local brand purpose for Wild Turkey is to encourage Australians to connect with themselves and the real outdoors, so we are passionate about working with people who have an unwavering commitment to protecting and preserving the wild.”
A lesson in cleverly and excitingly executing brand purpose, we say.
Alright, alright, alright.
Creative & PR: Eleven Sydney
Cabin build: Unyoked
Nicole Stanners – Marketing Director, ANZ
Mark Little – Group Marketing Manager, Dark Spirits
Kirsty Basman – Senior Brand Manager
Alun Dabner – Brand Manager
Cara Beh – Brand Manager