Longbranch has launched its first-ever global creative campaign entitled “Wonder What If.” Directed by Longbranch Co-Creator Matthew McConaughey, the bourbon brand’s ad finds the How To Lose A Guy In 10 Days star questioning what is and dares audiences to think about what can be.
“The question ‘what if?’ can be a powerful one, beckoning us to dig deep and challenge ourselves,” said McConaughey. “A few years ago, we asked ourselves what if we put a Texas spin on Kentucky Straight Bourbon, and that curiosity led to the birth of Longbranch, my co-creation with Master Distiller Eddie Russell. Our curiosities guide us through life and allow us to turn our ‘what ifs’ into ‘that’s it,’ and we’re hoping this bourbon and our new campaign inspires others to do just that.”
The self-directed video spot features McConaughey sitting in a field with nothing but Longbranch. McConaughey’s curious spirit was the impetus for creating Longbranch Bourbon, an 8-year-old Kentucky Straight Bourbon made in small batches – refined with Texas Mesquite, American Oak charcoals, subtle hints of smoky sweetness and flavors of caramel, pear, and hints of citrus.
“Matthew and Eddie are a formidable pair – one an expert on branding, creativity and culture and the other a maestro of bourbon distilling with decades of experience crafting some of the world’s finest whiskey. Together, they reimagined traditional Kentucky bourbon with a Texas twist to bring Longbranch to life – what Matthew calls his favorite bourbon on the planet,” said Julka Villa, Global Managing Director of the Campari Group. “This campaign, like Longbranch, is grounded in its roots and dares us to discover what happens when we move beyond curiosity, into action.”
The campaign production required flexibility to surmount challenges brought on by today’s current climate. Developed through a series of virtual brainstorm sessions, Wonder What If inspired McConaughey and the creative team to rethink art direction and content capture. Shot with minimal equipment in a remote location, McConaughey directed the campaign video himself and worked virtually with AKQA on the editing process.
The campaign will run on digital and social media channels in the United States and in select global markets. In conjunction with the campaign launch, Longbranch unveiled an Instagram, which will feature cocktail recipes, a Longbranch dictionary, and animated videos unbottling the full creative concept.