Best Beverage Social Media Campaign, Best Of Show Social Media Campaign

To celebrate this landmark anniversary, we helped Wild Turkey take some feedback
and set it on fire. After 101 years of combined experience, Wild Turkey Master Distillers Jimmy and Eddie Russell have had their critics, but sticking to their guns is how these two became legends of the bourbon world.

So we collected negative comments from all over the internet, etched them inside new American White Oak barrels, and gave them our signature “Alligator” char. Basically, we turned online hate into real bourbon.

We posted our piece, and a series of short extras, across our social channels. People everywhere freaked out, from diehard Wild Turkey fans to folks who just enjoy some sweet pyrotechnics. We went viral—which we had to explain to Jimmy.

The result was a worldwide celebration of the Russell’s and their craft. Fans everywhere raised a glass to Jimmy and Eddie. We discovered it’s not easy to convince a brand to say negative things about their product. But it sure is fun.

Contributors:

Executive Creative Director:	Elaine Cox
Creative Director:	JB Byrne
Senior Art Director:	Naomi Duckworth
Senior Copywriter:	Jon Korn
Account Director:	Jake Sugarman
Account Supervisor:	Priya Wittke
Account Executive:	Blake Wetzel
Producer:	Mackenzie Huff
Associate Post Producer:	Marianne Lawlor
Senior Editor/Lead Videographer:	Phil Velasco

HEAT

Location: United States