Ballantine’s believes in the power of personal expression. They wanted to deliver an innovative platform for young men (20-33) to express themselves.

The solution had to be social, viral, extend across Ballantine’s markets globally, and reinforce the brand positioning ‘Leave An Impression.’

We created tshirtOS, the world's first programmable t-shirt. The original canvas of personal expression innovated for the digital age. And asked the world: ‘Would you want one?’ through viral content, social, and PR.

To date, 3M consumers have watched films about tshirtOS, 500 bloggers have written about it, and 18k people have registered interest for updates.