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.