Wild Turkey and Matthew McConaughey craft bespoke ‘Trust Your Spirit’ camping experience for annual With Thanks initiative via Eleven
Wild Turkey and its creative director Matthew McConaughey, in partnership with Eleven, have crafted a one-of-a-kind camping experience to inspire Aussies to escape to the wilderness for the brand’s third annual With Thanks initiative.
The centrepiece of the Trust Your Spirit camping experience is a limited edition two-man canvas tent designed by McConaughey with Australian outdoors brand Homecamp. Each tent is assigned a unique batch number like a true bourbon whiskey and adorned with a QR code that unlocks original campfire stories created and narrated by McConaughey to be listened to while in the fresh air and under the stars. The experience is topped off with a matching cooler bag to keep Wild Turkey Discovery Series cans chilled while on the go.
With Thanks is Wild Turkey’s ongoing initiative that sees the brand thank those who work to protect and preserve the wilderness for future generations. A proportion of proceeds from each Wild Turkey x Homecamp Trust Your Spirit tent will go towards Wild Turkey’s ongoing charity partner, the Foundation for National Parks & Wildlife. The final tent will also be auctioned off, with the winning bid going to the foundation.
Says McConaughey: “No one knows the Australian wilderness better than Aussies themselves. During my time in Australia, I was always in awe of the deep level of knowledge and appreciation Aussies had for the great outdoors. That’s why Wild Turkey and Homecamp have come together to create an experience that reminds us why we all need to go back into the wilderness sooner and more often. Because when you’re in the wild, you can always trust your spirit.”
Says Paolo Marinoni, marketing director, Campari Australia and New Zealand: “Aussies are known to have a spirit that urges them to explore the great outdoors, however over the last 18 months they have had to spend more time indoors than ever before. For the third With Thanks initiative our Creative Director Matthew McConaughey has created a camping experience that will entice people to give into that spirit, get back out under the stars and rekindle their appreciation for the Australian wilderness and those at the Foundation for National Parks & Wildlife who care for it.”
Says Russ Tucker, executive creative director, Eleven: “Through collaborating with Matthew McConaughey and Homecamp, we have created an initiative that will be meaningful for both Australians and the Foundation for National Parks & Wildlife.”
The Wild Turkey x Homecamp Trust Your Spirit tent and cooler bag set are available to order on the campaign site wildturkey-thanks.com.au. The initiative launched on owned and will be amplified across earned, digital and social.
Creative and PR: Eleven
Content & Stills: Milkcrate Production
Paolo Marinoni – Marketing Director
Mark Little – Group Marketing Manager
Sian Ryan – Senior Brand Manager
Chris Ward – Brand Manager