Wild Turkey wanted to shake off the dust and stand out among tons of new, flashy competitors. But they also needed to stay true to their unique, iconoclastic legacy. So we helped them take pride in the brand’s long history of doing things their own way. What started as a one-off celebration was so successful that it turned into an entire social campaign, all focused on Turkey’s unapologetic approach to bourbon—and life. The resulting surge in engagement and new followers put Wild Turkey back at the top of a category they helped create.