Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020.
Wild Turkey’s With Thanks is a global, annual platform, wherein the brand gives thanks to those who have demonstrated an unwavering conviction by giving back to their communities. The program was launched locally in Australia last November, following Matthew McConaughey’s visit to Sydney. The ongoing initiative is a central part of Wild Turkey’s local efforts to protect and preserve the wilderness for future generations.
A percentage of proceeds from Wild Turkey’s cabin, The Reserve launched last year, and Wild Turkey bottles sold in November and December will be donated to the Foundation for National Parks & Wildlife in support of bushfire regeneration.
Beyond Wild Turkey’s annual donation and support for wilderness regeneration, the With Thanks platform gives thanks by profiling three Australian Local Legends from bushfire-affected regions. Wild Turkey’s Creative Director, Chief Storyteller and Academy Award winner Matthew McConaughey leveraged the magic of technology via video call to personally speak to these individuals to have a yarn about the inspirational tales he had heard from across the world.
McConaughey, on behalf of Wild Turkey, lent his distinctive voice to record a message for all Australians, inspired by the Local Legends stories, advocating for the nation to get out and explore all corners of our country while reconnecting with the great outdoors.
To support the launch, the brand also created and launched the Wild Turkey Local Legends website – where the nation can discover new places to visit and support, hear from the Local Legends themselves, alongside how to get involved in volunteering programs to help with bush regeneration.
The integrated campaign, launched via PR, is being amplified through digital and social media.
McConaughey said this year’s initiative started with With Thanks but has since evolved to thank Local Legends to support bushfire regeneration efforts:
“I’ve been Wild Turkey’s Creative Director for over four years and here at Wild Turkey we want to thank and shine a light on people who are unapologetically committed to their craft, like the Russell family has been for nearly 100 years,” noted McConaughey. “This year, we are giving thanks and support to Australia’s Local Legends, because they gave their all to their communities. They did it not just for themselves, but for each and every one of us. They helped restore their communities and the wilderness that ultimately restores us all.”
Campari Australia and New Zealand marketing director Paolo Marinoni said: “The Wild Turkey Local Legends platform identifies a hallmark in what it means to be truly Australian. These Local Legends have stories of resilience and strength and this year for With Thanks, we wanted to create an initiative that raised a glass and thanked those who have been a pillar of their community. As part of our work on With Thanks, we’ll continue to support our charity partner the Foundation for National Parks & Wildlife on their mission to protect and preserve the wilderness for future generations. We hope through this initiative that Australians will celebrate our bushfire-affected regions and unique wilderness.”
Eleven’s Creative team of Edwin Concubierta and Ekin Gunes continued: “It’s in our national DNA to help our fellow neighbours during tough times. Yet, the combined crises of 2020 are like nothing we’ve seen before. To have Wild Turkey and Matthew McConaughey not only recognise these resilient locals, but also rally all Aussies to visit and support the regeneration of these regions, gave us the opportunity to get people actively participating in the wilderness rebuild efforts through With Thanks”.
The stories of uncompromising conviction include Dana and Sam Mitchell rescuing over 600 koalas on Kangaroo Island (South Australia), Linda and Matthew Rudd saving their 100-year-old pub from the bushfires while being the lifeline for the town of Batlow (New South Wales), and Lin Baird navigating a difficult year to once again help Australians reconnect with the wilderness on horseback in Mount Bogong (Victoria).
Dana and Sam Mitchell, South Australia
Dana and Sam Mitchell took over the Kangaroo Island Wildlife Park seven years ago and have been renovating the site over the years. They now have an animal rescue centre there. During the peak of the fires on the island they were receiving upwards of 60 animals a day in need of urgent care. A humble couple, Dana and Sam are extremely passionate about protecting the native flora and fauna. They are determined to protect and preserve the native species to ensure they are there for future generations.
Linda and Matthew Rudd, New South Wales
Matthew and Linda Rudd are the owners of the only pub in Batlow, a small town in regional NSW. During the fires, Matthew made Linda flee town at the last moment when the fires were about to sweep through. She was chased out of town by the flames but made it through safely. Matthew stayed to single-handedly defend the 100-year-old pub from the fires, successfully. Matthew fed and protected frontline workers at the pub and tirelessly put out spot fires in his endeavours.
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.