How You Like - Ballantine’s Finest
Year: 2018
Role: Lead Creative, Art Director and Agency Producer
Agency: Cubo
Production Company: Fat Lemon
Director: James Caddick
Ballantine’s Finest is the worlds 2nd biggest selling whisky, with over 140 years of heritage you could be mistaken to think that the brand was stuffy or old fashioned. However, in late 2017 we were briefed to provide the new global platform for the democratisation of whisky. I coined the line “The best way to enjoy Ballantine’s is however you like.” It was from this insight that the campaign was spawned “How you like” a call to action for a new generation of whisky drinkers, you can mix it, put it in a cocktail, drink it neat and no one will judge you for putting it on ice.
We wanted to find how people were actually enjoying their whisky and so preceded our ATL campaign with various UGC activations across many international markets. We seeded this with a micro influencer campaign ran through Tribe allowing us to purchase a variety images from a truly international range of creators as well as get purchase on the #howyoulike with each creator having between 10-100k followers at the time. We also developed a full toolkit including on and off trade activations.
The final global TVC (top of the page) was the culmination of the year long campaign, working with Fat Lemon and James Caddick to commission 7 shoots in 4 continents, two of which we lead and directed ourselves we were able to capture a truly global film crafted from over 10 hours of footage shot on a variety of cameras including Sony A7s, an Iphone, a Bolex and Mini DV.
We rounded out the campaign with an ATL toolkit that allowed markets to customise the images within, the idea being that they can be tailored to the market and use content from the BTL UGC component. The files automatically situated the image into the polaroid as well as applying all relevant effects to make it feel as though it was photographed in situ.