'There's no wrong way' says Ballantine's in global ads celebrating diversity
The whisky brand worked with influencers in campaign by CP&B London
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Scotch whisky brand Ballantine's is embracing diversity and inclusivity in its latest global campaign, described by the brand as its "biggest and most disruptive" in recent years, with the tagline "Stay True; there's no wrong way."
The brand worked with Crispin Porter & Bogusky London on the campaign, comprising TV, outdoor and digital ads and using the " A hero film, helmed by feature film director Oscar Boyson ("Frances Ha," "Uncut Gems") via Object & Animal, promotes the message that people should live their life they way they want: whether it's your job, the way you dress and the way you drink (or even choose not to drink) or the way you use social media (you could even, it shockingly suggests, delete your account.). Out-of-home ads also celebrate inclusivity, depicting same sex relationships or transgender dressing for example.
The campaign features no actors, but instead a wide range of influencers, including Johannesburg-based dance collective IDA (Indigenous Dance Academy); Madrid-based DJ Flaca, co-founder of the Chica Gang collective, and Spanish influencer and LGBTQIA+ activist, Alba Paul Ferrer. The soundtrack is a bespoke "reggaetron" track by DJ Florentino.
Running in 20 countries, the campaign aims to attract a wider audience to the brand, and position it as "accessible" to everyone. According to Mathieu Deslandes, global marketing director for Ballantine’s, it “brings to life what we stand for as a brand, celebrating self-expression and championing inclusivity.”
"In a moment where it's nearly impossible to use social media without comparing yourself to others, "there's no wrong way" is a message I could really get behind,” added Oscar Boyson in a statement. “It’s rare to encounter a campaign so inherently inclusive - both in terms of casting and aesthetics - so I'm hopeful everyone sees a bit of themselves in it.”
Credits
- Date
- Nov 23, 2020
- Client :
- Ballantine's
- Agency :
- Crispin Porter & Bogusky-London
- Production Company :
- Object & Animal
- Director :
- Oscar Boyson
- Executive Producer :
- Dom Thomas
- Production Company Producer :
- Nick Hayes
- Director of Photography :
- Sean Price Williams
- Offline Editor :
- Nate DeYoung
- Music Composer :
- DJ Florentino
- Service Production Company :
- 24/7
- Service Production Company Producer :
- Sem Rossi
- Stills Photographer :
- Sophie Jones
- Stills Producer :
- Laura Wright
- 1st Lighting Assistant :
- Sinclair Jaspard Mandy
- Post Production Company :
- Black Kite
- Post Producer :
- Polly Durrance
- Colorist :
- Richard Fearon
- Flame Artist :
- Jack Stone
- Audio Post-Production Company :
- Wave
- Sound Engineer :
- Ed Downham
- Sound Producer :
- Rebecca Boswell
- Localization Company :
- SDL
- Localization Producer :
- Kim Bithel
- Global voiceover artist :
- Bluey Robsinon
- Agency :
- Crispin Porter Bogusky
- Executive Creative Director :
- David Day
- Business Director :
- Mark Boyd
- Head of Production :
- Marcus Eley
- Design Director :
- June Frangue
- Designer :
- Oscar Fadelli
- Account Director :
- Tom Prideaux
- Account Manager :
- Tiffany Beard
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