Ballantine’s Scotch Whisky has been Taking a Stand for True Music by promoting, protecting and progressing music that matters for the past six years. Part of a longstanding commitment to support music born from passion and not compromise, Ballantine’s works with artists, fans, crews and the wider music community to push True Music scenes forward.

From collaborations with established artists who stay true to what they believe in, and supporting rising stars, to partnerships with pioneering venues and developing new music spaces, Ballantine’s True Music supports the communities that make it all possible.

Ballantine’s True Music Series

The Ballantine’s True Music Series is an annual release of striking Limited Edition packaging for whisky bottles created in partnership with leading musicians, artists and promoters from music communities around the world.

Change needed 
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How does a world leading Scotch Whisky brand bring to life its purpose of ‘Taking a Stand for True Music’ in the real world on its packaging?

Objectives

·      Create striking bottles that drive sales in the run up to Christmas

·      Create buzz about 2019’s True Music Series amongst Ballantine’s target market

·      Built on Ballantine’s global credentials within music

·      Mark Ballantine’s as a brand that is driving music scenes forward by taking a stand for music communities around the world

·      Amplify the launch of the True Music Series 2019 with a compelling story that harnesses ADE’s global influence

·      Drive rich feature coverage that includes the campaign documentary in our key music, culture and lifestyle media

The idea 

Create ‘The Ballantine’s House’ at the largest music conference & club festival in the world, Amsterdam Dance Festival (ADE) while launching ‘The Clubs Collection’, a four-piece whisky bottle tribute to the spiritual home of True Music, nightclubs.

In partnership with four of the world’s most pioneering clubs, the limited edition designs were produced especially for Ballantine’s and embody each club’s iconic sound, spirit and story. The collection comprises:

·      The world’s longest-running underground dance club, Sub Club in Glasgow with its iconic black and white dazzle ship door

·      The Middle East’s one-of-a-kind neon pyramid club, The Gärten which sat on Beirut’s waterfront and was sadly destroyed in the Beirut explosion in last month

·      Downtown Barcelona’s legendary techno and house nightclub housed in an old theatre with stunning circular lighting, Nitsa x Apolo

·      The now-closed beacon for house and techno clubs, Output, which welcomed fans within its vast concrete walls in Brooklyn, New York

A celebration of the legendary venues, the limited edition artworks feature on Ballantine’s Finest bottles and tins and take inspiration from design features synonymous with each club. From Sub Club’s iconic blue and white dazzle door and Apolo x Nitsa’s stunning circular theatre lighting, to Output’s vast concrete exterior and The Gärten’s neon pyramid that lit up the Beirut city skyline, the limited editions featured striking designs, embossed with each club’s signature aesthetic features which make them the ultimate collector’s item for True Music fans all over the world.

The 2019 addition to Ballantine’s annual True Music Series Limited Editions release; The Clubs Collection was announced at ADE in October last as part of The Ballantine’s House, which brought together those spearheading nightclub communities around the world.

The Ballantine’s House hosted a panel conversation where global nightlife lynchpins discussed the secrets behind their success and the impact they’ve had in their cities and beyond. Conversations explored how clubs have come and gone but how a select few become cultural institutions, pushing boundaries and evolving in their environments to build strong communities in order to stand the test of time.

Also launched at The Ballantine’s House at ADE was the documentary feature, ‘Communities behind the Dancefloor’, delving into the history and background of the four clubs. With never-before-seen footage, exclusive interviews and clips from the bottle production line, Ballantine’s explores what makes these clubs so unique while shining a light on the devout communities behind them. Shot on location at Ballantine’s bottling plant and in each respective city, the documentary features the owners, crews, promoters and DJs that make each venue much more than a dancefloor.

Finally, Mixmag created a one-day art installation to complement the documentary – the exhibition included testimonials from DJs and fans, records, flyers, historic tickets and photos telling the story of each venue through physical artefacts.

Change Made 

1M+ Limited Editions sold worldwide

1 Global partnership with Amsterdam Dance Event (ADE), the largest music conference and club festival in the world, to launch the campaign

300+ Media, influencer and industry guests attended the Ballantine’s House, an official by Day event at ADE 

161K+ Views on campaign documentary and trailer that delved into the stories of each club

12M+ Coverage reach to date including pieces in Mixmag, Clash, Nowness, Resident Advisor, Dummy, The Ransom Note, Data Transmission and Crack Magazine