Cannes Lions

BALLANTINE'S FINEST WHISKEY

PUBLICIS THAILAND, Bangkok / PERNOD RICARD / 2009

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Overview

Entries

Credits

Overview

Execution

Festive seasons are the perfect opportunity for people to leave an impression to others. So, we designed a new cover to a free magazine like BK, customized to suit different festive occasions, for example, Loy Kratong day (paying respect to the river goddess by releasing small floating raft into the river), Father’s day, Christmas, New year, Chinese new year, Valentine’s and Songran (water splashing festival). We maximized the use of traditional media like magazine, turning it into a media that truly engaged readers by providing step-by-step “leave an impression” mechanic, to impress our readers and hence, they could impress others.

Outcome

A typical free-magazine media with special covers became very popular and quickly disappeared from shelves. The magazine created buzz in the society and mentioned by bloggers on the internet. The awareness of the “Ballantine’s” enormously increased over the media value and now well known for its “leave an impression” message. Most importantly, people used these media to start “leaving an impression” to others.

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