On May 2nd Old Forester hosted the two slowest minutes in sports, the Old Forester Kentucky Turtle Derby! The race was held in response to the postponement of the 2020 Kentucky Derby due to COVID-19 concerns. The video revived an old tradition, as turtles had first raced in 1945 when the Derby was delayed by World War II. With the help of mint juleps and eight elite turtles we were able to still embrace the spirit of the day. This was Energy BBDO’s first piece of creative work for Old Forester and it was made safely, following social distancing protocols. The results are were beyond expectactions, with over 1 billion impressions all without a dime spent in paid media.
2020 Old Forester Kentucky Turtle Derby