Cultural Tension
Wild Turkey’s music platform needed to grow up. From acoustic wilderness vibes to something more urban, premium and culturally real.
Brand Truth
True artistry is bold, generational and crafted values shared by the Russell family and by musicians like Angus & Julia Stone.
The Idea
Turn the iconic Abercrombie into “The House of Music 101”.
An immersive two-night takeover celebrating mentorship, storytelling and new talent.
Why It Matters
A brand became a cultural icon.
Ten emerging artists found a stage.
A music platform found its next chapter.
Agency: TBWA Eleven PR + Bring Agency by Universal Music
Client: Campari Group (Wild Turkey)
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