CAMPARI
CAMP RUNAMOK 2025
the challenge
Every year, Camp Runamok brings together the bar world’s brightest for a week of education, camaraderie, and craft along the Kentucky Bourbon Trail.
For 2025, Campari America partnered with Lush Life Productions on a shared ambition: show up not just as a sponsor, but as a leader within the camp experience.
The goal was to deepen trade relationships, strengthen loyalty for Wild Turkey and the Italian Spirits portfolio, and create a presence that felt embedded in the culture of camp rather than branded around it.
SoHo’s challenge: design a week that made Campari America the brand every camper connected with, talked about, and carried home in memory.
the SOLUTION
SoHo built a fully integrated brand journey that unfolded across every touchpoint of camp life. From themed Wild Turkey cabins to immersive distillery programming and the signature Camp(ari) Family Dinner, each activation reinforced Campari America’s leadership through craft, connection, and community.
Each Wild Turkey cabin was custom-designed with pop-culture–inspired creative direction: the Spring session drawing inspiration from Wayne’s World and the Summer session nodding to The Big Lebowski. Décor, product placement, and interactive moments reflected these inspirations while staying rooted in Wild Turkey’s brand identity, creating social-ready spaces that campers genuinely wanted to live in.
Distillery Day welcomed more than 260 campers across two sessions to Wild Turkey’s Kentucky home. Campers rotated through guided tours, maturation workshops, private barrel pulls, and curated tastings led by Bruce Russell, JoAnn Street, Benny Hurwitz, and Haley Perros. Structured group programming allowed attendees to deepen their technical knowledge while building direct relationships with the brand team at scale.
The week culminated in Camp(ari) Family Dinner: a theatrical finale that transformed the Mess Hall into an Italian aperitivo experience. An Aperol Spritz moment on the hill, a Met Gala–inspired red carpet photo opportunity, and a family-style feast brought together Wild Turkey and the Italian Spirits portfolio in one celebratory expression of hospitality. Brand ambassadors hosted, toasted, and mingled, ensuring Campari America closed the week with emotional resonance and trade equity firmly intact.
Across both Spring and Summer sessions, Camp Runamok became a living expression of Campari America’s portfolio: equal parts education, entertainment, and enduring relationship-building.
