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.”


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.