Ballantine's

Open What You've Never Opened

A WORLD FIRST: HOW A BLENDED WHISKY PLAYED THE SINGLE MALTS AT THEIR OWN GAME. 

The Problem

Ballantine’s famous blend is huge globally – their Master Blender recently received a rock star’s welcome from thousands of people when he landed in Taiwan.

But a fresh generation of whisky drinkers – especially in SE Asia – are crying out for fashionable new single malts. How could we credibly launch three single malts in a contemporary way, without compromising the original blend’s heritage? A brave brand needed brave creative.

The Outsmarting

A blend is always a closely-guarded secret, and these malts are key ingredients of classic Ballantine’s. We decided they’d been ‘hidden’ in the blend for 190 years, and turned this event into a window into their clandestine world.

We commissioned artist Si Scott to set the malts free with a striking 3D animation, created using Google’s VR Tilt Brush. He’s renowned for hand-drawn work, so using this exciting new method was the ideal fusion of modernity and heritage.

His work became the campaign’s visual centrepiece – truly modern art inspired by tradition. It played out across film, OOH, social, events and retail environments.

The Outcome

We set the new brands free… Initially targeted to launch in Asia alone, our work inspired 25 global markets to take these new malts to their consumers

Ballantine’s had a global uptake target in terms of orders by volume: our activity delivered three times that amount

“While we’re proud of our heritage we wanted to really show how we are shaking the sector up. The disrupted visual landscape that Cubo has created for us is perfect”
Racheal Vaughan Jones, Senior Global Brand Manager

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