True Music



CLIENT: Ballantine's
AGENCY: Tomorrow
ROLE: Art Director

Ballantine's needed to leverage its global "True Music" platform in China. To help them with this challenge we collaborated with 3 different locally popular bands.
We created an intimate live experience with a limited audience ensuring an authentic music experience. We then shared the authentic films with Ballantine's audience on social media boosting our reach with a partnership with the Netease platform.
People were also invited to interact with the bands through band short video on our True Music H5 they could then win free tickets to upcoming lives or goodies from the bands.
In this project, I was in charge of Key Visuals, H5 Mini-site, Goodies, and Packaging design.



For these Key Visuals, I used a modern street vibe treatment mixed with Ballantine's brand colors to create branded Key Visuals with an authentic street style resonating with our audience.



Lives videos allowed fans across China to connect with their idols and Ballantine's through recorded live performances, backstages content, and bands interviews.
The videos were shot partnering with Stage, an IP under Netease making Ballantine's, the authentic True Music Brand, a unique link between cool bands and their fans.



All the films were easily accessible in our dedicated H5, where fans could also experience initiating a "Facetime" call with their favorite band inspiring them to keep alive their passion for True music. The H5 allowed fans to submit their contact data to be able to win exclusive tickets or limited edition customized gifts.



Alongside free tickets, fans were able to win branded goodies from the bands.
Here, a limited edition packaging containing branded stainless still ice cubes and whiskey glass in collaboration with Hyukoh.

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