Story:

Wild Turkey® Master Distiller Jimmy Russell was about to celebrate his 60th anniversary working at Wild Turkey®. To honor this legendary craftsman, we created the Year of Jimmy Russell – a series of special honors and media moments – to tell Jimmy’s life story and leverage Jimmy’s unwavering integrity and authenticity to change perceptions of Wild Turkey from “biker bourbon” to “premium whiskey.”

Impact:

The Year of Jimmy Russell was the biggest PR campaign in the history of the Wild Turkey® brand.

How we did it

Making news—then making it matter.

Earned + Social

Not just storytelling—story-coming-to-life.

Experiential