Wild Turkey: Trust Your Spirit by Eleven

Wild Turkey, which counts actor Matthew McConaughey as its creative director, has launched a campaign in Australia in which people can camp in a tent that plays a story narrated by the Hollywood star.

Wild Turkey bourbon has created the tent alongside Australian outdoors brand Homecamp. The set includes a two-person tent and a cooler for drinks. The narrated story is activated through a QR code, linked to a unique batch number on the tent, a nod to the batch numbers that can be found on the whiskey bottles.

The campaign is part of Wild Turkey’s ongoing purpose-driven messaging around the preservation of the wilderness, ‘Trust Your Spirit’, in which the brand thanks people trying to look after wild locations. 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.