| Title | WILD TURKEY TRAILS |
| Brand | CAMPARI GROUP |
| Product / Service | WILD TURKEY BOURBON |
| Category | A06. Overall Aesthetic Design |
| Entrant | APPARENT Sydney, AUSTRALIA |
| Idea Creation | APPARENT Sydney, AUSTRALIA |
| Media Placement | APPARENT Sydney, AUSTRALIA |
| Production | APPARENT Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Michelle Turchini | Apparent | Executive Creative Director |
| Lou Acret | Apparent | Creative Director |
| Joanna O'Bryan | Apparent | Head of Digital & Production |
| Max Austin | Apparent | Account Director |
| Josh Agnew | Apparent | Senior Account Manager |
| Mikaelee Miller | Apparent | Senior Designer |
| Theodora Gerakiteys | Apparent | Senior Writer |
| Tania Hoang | Apparent | Digital Producer |
| Manoj Shivakumar | Apparent | Senior Developer |
| Manu Gill | Apparent | Developer |
It hasn’t been an easy year for regional Australia, with drought and bushfires ravaging the land and lockdowns making it even more difficult for towns to rebuild. With a brand purpose to protect and preserve the wilderness, Wild Turkey Trails aims to help the regeneration of regional Australia by inspiring fans to travel to and support local towns.
We aimed to connect the road less travelled with the road to recovery. As regional businesses faced a future of uncertainty in 2020, we launched a campaign with a genuine goal to lift tourism among regional centres. The mobile-first design utilises a mix of parallax elements, inspirational imagery and an intuitive UI. Users are challenged to put their knowledge of the Australian landscape to the test by pinpointing the exact location of natural landmarks. An interactive map gamifies the challenge, providing an innovative solution to data capture. Embedded share functionality prompts fans to challenge friends, all while rewarding winners with limited-edition merch and unique bush adventures.