Eagle Rare Bourbon

Brand Strategy - The Rare Life Award

CASE REVIEW

There are few creative platforms that have had an impact like that of Lead A Rare Life. With bourbon brands, ideas just seem to come easy. But sometimes an idea is thrown out that the entire room just knows is right - that’s the Rare Life Award.

For 10 years, The Rare Life Award became so powerful, that the brand was moved to allocation and the excitement to participate in the program lead to over 3,000,000 unique visits in 2018 alone. But the impact is so much greater, as the powerful stories of such deserving people has been lifted up to millions of readers.

ROLES

Chief Creative Officer

AGENCY

Cornett | Buffalo Trace Distillery Brand Team

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CREATIVE STRATEGY

The big idea wasn’t so much the creative concept of the Rare Life Award but the challenge from Sazerac leadership. Instead of asking how to drive sales, they wanted the brand to have a much greater impact. With the bottle bearing the symbol of America, Eagle Rare could elevate others who embody Character, Leadership, Courage, Heroism, Devotion and Survival. Developing a platform and creative direction worthy of such stories, the cinematically beautiful documentaries have become an anticipated trademark of the brand.

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THE BRAND

The only bourbon to ever win the double gold medal five times.

THE MISSION

Lifting up the most important stories and awarding the causes these individuals serve.

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10 YEARS OF GIVING BACK

Lead by a phenomenal strategy and account team from the beginning, and incredible creatives working alongside world-class filmmakers, Eagle Rare Life has risen to the challenge from the brand team, and the result is a movement that’s both inspiring and humbling. A true example of how people working together can see a vision through, and bring something to life that has an impact far beyond the sum of its parts.

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CHEERS TO 10 MORE YEARS

The program has grown beyond a viral marketing success story, and the great stories has formalized into a comprehensive partnership with Garden & Gun Magazine to broaden the reach across media channels. The approach to creating these documentary films around the rare lives of people has become the springboard for the Eagle Rare creative aesthetic in capturing new product releases and assets across social, off-premise and on-premise marketing, and industry communications.

Brand Movements Through Culture