WILD TURKEY BEHIND THE BARREL

Campari America // National Trade Tour // Experiential // 2022-23

Role: Creative Direction // Art Direction

Wild Turkey asked us to revive their Behind The Barrel trade activation after a couple of years on hiatus. We delivered a plan to not only share its Kentucky home, but to immerse the community in the brand’s role in bourbon history and culture at large.

The trade is the heart and soul of Wild Turkey’s community, and not everyone can make it to Lawrenceburg. So we took Behind The Barrel On The Road, scaling the experience to connect with the family across the country, and blending their unique cultural traditions with our own at each stop. From urban rooftops to nearby farms, turkey calling contests to good old fashioned potluck dinners, this is how Wild Turkey comes to life in the wild. We even invited Behind the Barrel alumni around the country to help show our new family members the ropes.