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Insight

Academy Award-winning actor Matthew McConaughey uses the power of curiosity, to deliver bourbon with Kentucky soul and Texas heart.

Co-creator McConaughey said: “We asked ourselves what if we put a Texas spin on Kentucky Straight Bourbon, and that curiosity led to the birth of Longbranch. Our curiosities allow us to turn our ‘what ifs’ into ‘that’s it’.”

Idea

Take inspiration from the creation of Longbranch, to ignite exploration.

A series of self-directed short films, see McConaughey sitting in a field with a mind free to wonder, questioning what is and what can be.
Art direction and content capture are reimagined, using minimal equipment in a remote location and virtual editing.

Innovative cocktail recipes and a dictionary made of up phrases only Matthew McConaughey could explain creates intrigue. The journey of wonder has begun.

A reddish cocktail garnished with a dried citrus slice sits on a marble table. The words BITTER SOUR are repeated in bold yellow text behind the drink.
A bottle of Longbranch bourbon whiskey with a black cap on a yellow background. Bold white text reads, The sun doesnt set if your mind is on the horizon. Smaller text defines this as using all hours to pursue a mission.
This campaign, like Longbranch, is grounded in its roots and dares us to discover what happens when we move beyond curiosity, into action.
- Julka Villa, Global Managing Director of the Campari Group
A man with curly hair wearing a jacket holds a glass of brown liquid, looking at it closely. The image has a strong yellow overlay on the left side, fading to a lighter tone on the right.

Impact

A most curious bourbon for the world.

‘Wonder What If’, the first global communication for Longbranch, receives millions of organic views in the first 24 hours, exciting the fanbase of both bourbon and McConaughey.

Keep wondering.

  • Ad AgeMatthew McConaughey giggles over Wild Turkey Longbranch in ad he also directed ↘
  • LBBMatthew McConaughey sparks wonder and curiosity with Longbranch ↘

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What’s yournext frontier?

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