Wild Turkey | Homecamp

WILD TURKEY | HOMECAMP

TBWA\ELEVEN SYDNEY

How do you convince people to protect the wild? By reminding them what the wild can do for them. After one of the world’s longest lockdowns during the pandemic, Australians needed to reconnect with nature. So Wild Turkey and Matthew McConaughey designed Homecamp, an interactive camping experience, featuring Matthew. The tent is the first ever to come embedded with an original campfire story. In an immersive audio experience, campers scanned a QR code on the tent to hear Matthew take them on a laid back, meditative journey so they could disconnect from the grind, and reconnect with the wild. Matthew’s voice turned the script into an experience, one that campers didn’t just hear, but felt.