Wild Turkey Creative Links Music to 'Trust Your Spirit'

Wild Turkey unveiled the newest creative in its global campaign and platform, "Trust Your Spirit," with cameos from world renowned musicians Shakey Graves, Matt Corby, and Yoohei Kawakami. The new films tell the story of each artist's journey to find their voice, following their instincts to create art their own way. The creative uses music as a medium to illustrate what happens when you 'Trust Your Spirit,' just like Wild Turkey has done for decades.

In a series of digital vignettes, rolling out globally starting this month, the three artists each tell their own career story illustrating how intuition led them to where they are today. There's an extra spark that can be felt when music was created based on the creator's gut feeling, not based on the whims of others. The same is true in bourbon. Wild Turkey, under the leadership of legendary father and son Master Distilling team Jimmy and Eddie Russell, has been faithful to its iconic recipe and craft for decades. The tagline "Trust Your Spirit," is a bold and confident rallying cry that echoes the family ethos: the best results come when you do things your way, the right way.

"The message of 'Trust Your Spirit' resonates across geographies and cultures," said Raul Gonzalez, Global Managing Director for Spirits at Campari Group. He adds, "The idea was inspired by the legacy of Wild Turkey and the people that have built it, but that passion and commitment exists in industries all over the world and we're excited to celebrate it with this campaign. It's been an honor to partner with these talented musicians who embody the spirit of Wild Turkey."

In addition to the video, U.S. consumers will have an opportunity to visit the bespoke Wild Turkey Lounge at select music festivals across the country and attend 101 Bold Nights concerts headlined by top musical acts such as Shakey Graves and The Black Keys.

The brand will also continue working to advance emerging artists through its #101BoldNightsMusicMentorship and give back to those who strive to shape culture in their community through charitable donations to both Spaceflight Records and the Sweet Relief Musicians Fund.