A Hands-On Experience:
Celebrating Craftsmanship & Bourbon
To showcase the artistry behind Russell's Reserve, a premium bourbon crafted by the father-son duo of Jimmy and Eddie Russell, we created a unique hands-on PR & Experiential Activation for Campari
Inspired by the disappearing backyard workshops of Sydney - where sadly fathers can no longer pass down their skills to their kids -we established a city-centre craft shed. Here, people could learn to make leather goods and other items while enjoying a premium bourbon. This immersive experience connected consumers with the Russell's legacy and the enduring art of handcrafted products, which elevated the Russell’s brand as being a top shelf drop of bourbon.
We created a place where people could learn the joy of making their own leather wallets, swizzle sticks, bourbon boxes, and leather belts by hand, and introduced them to a top-shelf craft bourbon inspired by Russells’ story of a Father and son.
Thanks to our PR Story, they came in droves to learn the precious art of handcrafting a genuine article, and we captured engaging social content that gave this American brand an emotional connection to resonate with the Australian market.