News Wild Turkey tells Aussie blokes to ‘bird up’ November 28, 2012 2:29 by Robin Hicks 5 Bird up! Campari Australia has launched a new brand campaign for Wild Turkey bourbon that urges men to ‘Bird up’ and take on difficult challenges. “This is the beginning of an enduring campaign that positions Wild Turkey Bourbon for solid growth in the years to come,” the brand’s group marketing manager Sally Byrne said. Owen Trevor of Luscious International directed the ads. Trevor commented: “From the outset, I loved the idea of saluting men who step up. When I saw the initial script, I wanted to start shooting immediately. Rarely do you get such a fantastic chance to unleash a full bag of tricks.” As well as a 60-second ad, the campaign features two 30-second executions. AJF Sydney’s creative director Adam Rose said: “Getting the opportunity to tinker with 1200bhp engines, climb Everest, play golf on the moon and be served bourbon by a turkey doesn’t happen as often as I’d like these days, but thankfully it did on this job. From our very first strategy session to working with legendary Top Gun actor James Tolkan, it’s been an absolute blast.” The campaign includes digital, outdoor and point of sale activity. Credits: CLIENT: Campari Australia GROUP MARKETING MANAGER: Sally Byrne GLOBAL CATEGORY DIRECTOR: Melanie Hardman SENIOR BRAND MANAGER: Paolo Marinoni AGENCY: AJF Partnership Sydney CREATIVE DIRECTOR: Adam Rose SENIOR ART DIRECTOR: Jakub Szymanski SENIOR COPYWRITER: Alex Stainton MANAGING DIRECTOR: Digby Richards HEAD OF STRATEGY: Jody Elston AGENCY PRODUCER: Roz Ruwhiu SENIOR ACCOUNT MANAGER: Andrew Harvey PRODUCTION COMPANY: Luscious International DIRECTOR: Owen Trevor EXECUTIVE PRODUCER: Andrew Morris DOP: Peter Eastgate POST: D’luscious SOUND: Klang Robin Hicks topics Advertising, Campari Australia, Marketing Share Tweet Share Comments: 5 Add Comment Failed To Launch 28 Nov 12 The idea is solid. But the American cheese factor was dialed up too high. The acting was slightly suspect as well. And then there was the “recounting of the story in the bar surrounded by mates and admiring womenfolk” scene. Why do clients feel compelled to include that? Reply NJK 28 Nov 12 I liked it Reply Alan 29 Nov 12 This is just terrible. The wing coming is confusing and unnecessary but I’m sure the client just loves that part. Not well directed and art direction is weak. In fact, not much good at all about this disaster. Reply Rob 29 Nov 12 Great spots, love the art direction and sound design. Reply Ray 1 Dec 12 I was in the add, Lots of people everywhere, weeks to make and prep. The main actor I spoke to and the extras all had fun. I sat near the real turkey, which wasnt shown much.I wonder why have it? Was awesome anyway. Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 60 Comments How to Ritson: A beginner’s guide to denial, dismissal & downplay 43 Comments Outsiders by name, outsiders in the ratings 23 Comments Calling bullshit on the internet 101 23 Comments Mark Latham, Rowan Dean and Ross Cameron land Sunday morning ‘Outsiders’ show on Sky News 22 Comments Cash for client access: a new low for media?