A purpose-led national mentorship program to support aspiring Australian artists.
Wild Turkey, American bourbon brand, has unveiled the newest creative in its global campaign, 'Trust Your Spirit', with cameos from musicians Shakey Graves, Matt Corby, and Yoohei Kawakami.
In a series of digital vignettes, the three trailblazing artists each tell their own career story illustrating how intuition led them to where they are today, drawing parallels to Wild Turkey’s own DNA.
The tagline 'Trust Your Spirit', is a bold and confident rallying cry that echoes the Russell’s family ethos: the best results come when people do things their way, the right way.
Paolo Marinoni, marketing director for Campari Australia said the message of ‘Trust Your Spirit’ resonates across geographies and culture; the idea was inspired by the legacy of Wild Turkey and the people that have built it.
"Nowhere is that passion more poignant than in music. Music is the connecting glue between all our elements and gives us a passion-point for us to talk about the brand with authenticity and conviction," said Marinoni.
"With 'Wild Turkey Music 101' we can show, not tell a new audience what Wild Turkey stands for and kickstart a new journey, the road ahead is incredibly exciting, and we can’t wait to bring more Wild Turkey moments to fans."
Matt Corby becomes the star of the local campaign. He had a career path laid out in front of him as an artist, but he took a detour, building his own recording studio on a property in the woods to truly find his own voice.
In Australia, Wild Turkey, has launched 'Wild Turkey Music 101', an experiential platform led by creative agency BRING, Universal Music for Brands and a purpose-led national mentorship program to support aspiring Australian artists, led by Eleven PR .
The platform comes to life through-the-line including the TV spot, radio, PR and podcasting.
At the centre of the experiential activity is a custom Airstream designed to be part-bar part-recording studio that will take great Australian talent to fans through brand-owned intimate live music moments in the wild.
The first 'Wild Turkey Music 101' session which occurred just last week took Corby alongside the first mentorship program artists, Will Clift, into the wild of NSW for 175 lucky fans where he played some of his new album, stripped-back and raw for the very first time.
Chris Russell, partnerships director, BRING, said not only are they creating a number of brand- owned gigs in the wild, but their custom Airstream also gives the brand a hero asset to leverage on and off premise.
'We have some incredible performances planned to connect live music with fans. It has been fantastic to collaborate with Wild Turkey and Matt Corby and help design an ecosystem of authentic moments for 'Wild Turkey Music 101'," said Russell.
Corby said, on his first brand collaboration that he'd always been on-the-fence about working with brands.
"It’s just never felt right for me. But when BRING presented me the idea, I saw something special and right from the start knew it was a perfect fit," said Corby.
"Wild Turkey has been incredibly collaborative, involving me in the process and letting me tell my story in my way, It’s been incredible taking my music to fans in a unique setting and to share my knowledge with artists to help them on their path.”
Co-developed with Eleven PR, Music 101 extends into a bespoke national mentorship program that saw over 300 artists apply. A final selection of artists will get the opportunity to be mentored by Matt Corby & other leading Australian musical talent.
The program will also indirectly support more than 50 local artists across Australia via the live music moments. In the on-premise environment allowing consumers places to experiences great music, great talent & smooth taste of Wild Turkey Bourbon.
Credits:
Campari - Client
Paolo Marinoni, Marketing Director, Campari
Mark Little, Senior Marketing Manager, Campari
Jaime Flanagan, Senior Brand Manager, Campari
Local Campaign Credits
BRING, Universal Music for Brands
Adam Ireland, Managing Director, BRING
James Griffiths, Executive Creative Director,BRING
Jon Darren, Creative Director
Chris Russell, Partnerships Director, BRING
Isabella Ziino, Account Manager, BRING
James ‘Wilko’ Wilkinson, Creative, BRING
ELEVEN PR
Russ Tucker, Executive Creative Director Matt Ogilvie, Client Partner
Filipe Olivera – Art Director
Zac Blakemore – Copywriter
Reegan Saiani, Snr. Business Director
Jayce Casaceli, Integrated Producer
