'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

Published On
Nov 23, 2020

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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.”


Nov 23, 2020
Client :
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 :
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 :
Sound Engineer :
Ed Downham
Sound Producer :
Rebecca Boswell
Localization Company :
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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