:Open what you’ve never opened:

Ballantine’s Single Malts

Pernod Ricard challenged us to produce a big idea to launch 3 unknown single malt whiskies taken from their famous Ballantine’s blend, to a global audience through a multitude of channels.

Our thinking was that these Single Malts have been hidden away in the whisky you love for 190 years. It’s about time you meet the characters that are breaking free from the blend.

Our idea was: LIBERation.

We brought the idea to life by: using liberation as a visual metaphor. Dramatising the energy of something new escaping from something old.

Notes:

This launch was a first of a kind. Our task was to be respectful of traditional whisky codes, but also deliver something new. The result was incredibly well received within Pernod Ricard, originally designed to launch in the Asian markets, it was picked up by 10 markets all over the world and has become one of the most popular whiskies in Sweden. In Taiwan, a 30 sec film was edited to be broadcast as a TV commercial.

For Cubo, the strength of the work opened new doors to TVC opportunities.  

Credits:

Agency: Cubo
Copywriter: Alana O’Sullivan
Art Director: Matt Knowles
Acc. Management: Ashley Benayroya/Lloyd Jones
ECD: Trevor Chambers
Creative Production: Claire Newell
Illustration: Si Scott

Film Production: Agile Films
Director: Emile Rafael