To celebrate a landmark anniversary for two bourbon superstars, we helped Wild Turkey take some feedback…and set it on fire.

Because with 101 years of combined experience, Wild Turkey Master Distillers Jimmy and Eddie Russell have had their critics. But sticking to their guns is how they became legends of the bourbon world.

The clients were so happy with the original video that we turned it into an entire social campaign. And the charred barrel of “feedback” is on display at their distillery.