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 ON THE KENTUCKY BOURBON TRAIL. FOR 2025, CAMPARI AMERICA WANTED MORE THAN A PRESENCE; THEY WANTED TO LEAD THE CONVERSATION.
THE GOAL WAS TO DEEPEN TRADE RELATIONSHIPS, STRENGTHEN LOYALTY FOR WILD TURKEY AND THE ITALIAN SPIRITS PORTFOLIO, AND CREATE A PRESENCE THAT FELT INTEGRATED INTO THE CULTURE OF CAMP, NOT SIMPLY BRANDED AROUND IT.
SOHO’S CHALLENGE: DESIGN A WEEK THAT MADE CAMPARI AMERICA THE BRAND EVERY CAMPER CONNECTED WITH, TALKED ABOUT, AND TOOK 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 DAYS AND THE SIGNATURE CAMP(ARI) FAMILY DINNER, EVERY ACTIVATION TOLD A STORY OF CRAFT, CONNECTION, AND COMMUNITY.
EACH CABIN WAS CUSTOM-DESIGNED AROUND A PLAYFUL POP-CULTURE THEME (WAYNE’S WORLD IN SPRING, THE BIG LEBOWSKI IN SUMMER, ETC.), COMPLETE WITH PRODUCT, DÉCOR, AND INTERACTIVE SOCIAL MOMENTS. CAMPERS TOURED THE WILD TURKEY DISTILLERY WITH BRUCE RUSSELL, JOANN STREET, AND BENNY HURWITZ, ENGAGING IN WORKSHOPS, PRIVATE TASTINGS, AND ONE-ON-ONE EDUCATION. CAMP(ARI) FAMILY DINNER WAS THE FINALE THAT TURNED DINNER INTO THEATRE: AN APEROL SPRITZ APERITIVO MOMENT ON THE HILL, A MET GALA–INSPIRED PHOTO OP, AND AN ITALIAN FAMILY-STYLE FEAST HOSTED BY CAMPARI’S AMBASSADORS.
ACROSS BOTH SESSIONS, SOHO TRANSFORMED CAMP RUNAMOK INTO A LIVING EXPRESSION OF CAMPARI’S PORTFOLIO; EQUAL PARTS EDUCATION, CREATIVITY, AND HEART.
