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Wild Turkey creates camping tent that plays stories narrated by Matthew McConaughey


By Charlotte McEleny, Asia Editor

December 13, 2021 | 3 min read

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.

Matthew McConaughey, Wild Turkey’s Creative Director, comments: “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.”

Wild Turkey tent

The timing of the campaign is intentional, with Australians finally able to travel and spend time outdoors after months of lockdowns in most Australian states.

Paolo Marinoni, marketing director of Campari Australia and New Zealand, said: “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 in to 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.”

The campaign was created by the Australian creative and PR agency Eleven, with production by Bolt. The campaign will be amplified across earned, digital and social channels.

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