Old Forester | A Classic Redifined
In a spirits market obsessed with chasing the “next big thing,” America’s first bottled bourbon needed to stand out without chasing trends. The task: make the country’s oldest bourbon feel fresh and essential to a new generation of drinkers while honoring its rich heritage.
The Insight
Trends fade. True craftsmanship doesn’t. We decided to celebrate how timeless classics never get old, just like a fine glass of Old Forester.
Launch Film
Timeless Over Trend
We positioned Old Forester as the drink for those who value things made to last. Every execution from film to social celebrated the brand’s legacy, craftsmanship and enduring appeal. Making it clear that true classics Never Get Old.
Print | OOH
Refined, visually rich layouts that honored Old Forester’s heritage while introducing a fresh, contemporary edge. Every composition was designed to feel as timeless as the bourbon itself, reinforcing craftsmanship and quality at a glance.
Art Direction
Led a cross-disciplinary team of art directors, designers, photographers, and the film director to craft a unified visual language, from print spreads to digital animations, that embodied Old Forester’s refined heritage and timeless appeal.
Social | Digital Content
We extended the timeless aesthetic into the fast-moving world of social and digital, creating motion-led assets that felt crafted rather than churned. From looping animations to rich Instagram stories, every piece invited the audience to slow down and savor, proving that even in a scroll-happy feed, Old Forester could stop thumbs with style.
Campaign Highlight:
The Kentucky Turtle Derby
When the Kentucky Derby was canceled due to the pandemic, Old Forester needed a creative lifeline to capture the Derby day energy and reclaim cultural relevance, without a horse in the race.
“The Slowest Two Minutes in Sports”
We brought back a quirky piece of Kentucky lore: The Kentucky Turtle Derby. A live, nationwide event designed to:
Fill the cultural gap left by the canceled Derby
Put Old Forester at the center of the conversation
Entertain fans when they needed it most
Race Recap [Full race]
Execution
Live Nationwide Event
Real turtle race, live-streamed on YouTube and broadcast in 10,000+ bars & restaurants via Atmosphere TV
Even aired on the Big Board at Churchill Downs
Fan-Powered Fun
Fans became digital turtle jockeys via DraftKings trivia
Winners’ faces were 3D-rendered onto jockeys riding turtles in the live stream
Miniature racetrack set complete with crowd, brand signage and nostalgic broadcast style
Results
1B+ earned media impressions
123% spike in Mint Julep sales
426% increase in Derby-related media stories year-over-year