Client: Longbranch
Agency: AKQA
Advertising Agency: AKQA, USA
Executive Creative Director: Josh Combs
Senior Copywriter: David Svedenstrom
Senior Art Director: August Ostberg
Editor: John Stallings
Executive Producer: Dustin Freeman
Strategist: Ophelia Stimpson
Program Director: Patrick McCabe
Strategy Director: Dan Ansell
Account Director: Jack Lodge
Director: Matthew McConaughey
Country: United States
Published: September 2020
Synopsis:
"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 in his hand and a mind free to wander and ponder life's great questions. He invites viewers to join him on the journey, contending that the curious spirit may not always produce a straight path, but will bring you on a worthwhile journey to an interesting destination. McConaughey's innately 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.
"Wonder What If" highlights the rich story-telling that McConaughey has brought to the brand as Creative Director, creating a campaign that is equal parts culturally curious and artistic. Taking inspiration from the creation story of Longbranch, the campaign brings to life the quest of discovery and embracing unfamiliar experiences in the pursuit of discovering something new.