Wild Turkey launches new campaign featuring Matt Corby via BRING and Eleven PR
The latest creative for Wild Turkey’s global campaign will begin rolling out this month featuring Australian musician Matt Corby, as the brand launches an experiential platform, Wild Turkey Music 101 down under.
Corby, along with fellow global musicians Shakey Graves and Yoohei Kawakami, feature in a series of digital vignettes that tell the artists’ career stories as part of Wild Turkey’s ‘Trust Your Spirit’ global campaign. Illustrating how intuition led them to where they are today, the stories draw parallels to the bourbon brand’s creation and ethos.
To support the global campaign, Wild Turkey has launched Wild Turkey Music 101 in Australia, led by creative agency BRING, Universal Music for Brands, along with a purpose-led national mentorship program to support aspiring Australian artists, developed by Eleven PR.
Corby, who had a career path laid out in front of him as an artist, instead built his own recording studio on a property in the woods to ‘find his own voice’.
Campari Australia marketing director, Paolo Marinoni said: “The message of ‘Trust Your Spirit’ resonates across geographies and cultures.
“The idea was inspired by the legacy of Wild Turkey and the people that have built it, but 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. 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,” he added.
The experiential platform centres around a custom Airstream, designed to be part-bar and part-recording studio.
Corby in the custom Airstream
Chris Russell, partnerships director, BRING said: “This is an exciting platform for music. Not only are we creating a number of brand-owned gigs in the wild, but our custom Airstream also gives the brand a hero asset to leverage on and off premise. We have some incredible performance 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 moment for Wild Turkey Music 101.”
The Airstream will take Aussie talent to fans through brand-owned intimate live music moments in the wild.
On his first-ever brand collaboration, musician Matt Corby said: “I’ve 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.
“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,” said Corby.
In partnership with Eleven PR, the Wild Turkey Music 101 bespoke mentorship program will indirectly support more than 50 local artists, while a final selection will be mentored by Corby.
Russ Tucker, executive creative director at Eleven PR said: “We’re proud to collaborate with our clients and their partner agencies on Music 101 as part of our ongoing partnership with Wild Turkey. We hope the campaign will support Australian music and emerging artists, helping them turn their passion into a career.”
Credits:
Client – Campari:
Paolo Marinoni, marketing director
Mark Little, senior marketing manager
Jaime Flanagan, senior brand manager
BRING, Universal Music for Brands:
Adam Ireland, managing director
James Griffiths, executive creative director
Jon Darren, creative director
Chris Russell, partnerships director
Isabella Ziino, account manager
James ‘Wilko’ Wilkinson, creative
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
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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