Brief:

Get Ballantine’s noticed on Instagram and build relevance and consideration amongst the Instagram audience

Idea:

W: an Instagram magazine for modern whisky drinkers.

An editorial platform for Ballantine’s designed especially for Instagram. Rejecting the tradition and cliche of ‘old whisky’. W is written for a younger, more progressive audience. W believes there are no rules to whisky. We are explorers of modern whisky drinkers. W celebrates those who drink their way. We believe in staying true to your tastes. W is always looking forward.

A three minute magazine; visual, light, interesting, quick.

The design thinking behind the Instazine is driven by the platform it is on. The use of tags and multiple profiles encourage users to explore the articles in as much depth as they desire.

Issue 1 had three sub profiles each featuring a different visual article, linked together with tags for the user to navigate between. Issue 2 of W came shortly after Ballantine’s had created the Space Glass and explores how you'll be enjoying life in 2080 through one illustrated visual story. Issue 2 featured contributions from Boiler Room DJs and festival organisers.

Both issues of W have been promoted through a series of front covers posted periodically on the global Ballantine’s Instagram account and through the Instagram accounts of influencers and contributors.

A new way to tell stories on Instagram, driving fame and admiration online. Doubled Ballantine’s Instagram following and had AirBnB’s CMO tweeting “how can we be as cool as Ballantine’s?”