Ballantine’s new campaign allows you to influence the outcome of an artist’s work. You can, for example, contribute feedback as K.A.R.L. tattoos a QR code—because those will never get old—on Marco’s chest, which results in an “animated tattoo.” (Incidentally, Marco’s uncle had an 8-track surgically fused to his ass.)
The fun don’t end there. In addition to helping J.A.M.I.E. create an ice sculpture, you can inform how 45.R.P.M. paints graffiti. It’s all done under the phrase “Ballantine’s celebrates original minds.”
The idea isn’t half bad. The problem is that it’s way off brand. Ballantine’s agency Work Club seems to think that by jamming Ballantine’s between “social” and “culture,” something nice will rub off. This is like putting me between Clooney and McConnachy and hoping this will lead to my presence wetting panties across the land. Right…
I like scotch, and am of the mind that it can stand alone without such gimmickry. It’s time to put aside the silly 90’s tech references, blue-hued ‘puter transitions, “cortex meld loading” nonsense, and bring the message back to the booze itself.