A whisky glass designed for your near-future in space, launched with an array of content that allows you to experience it right now, online.

Ballantine’s Space Glass is a unique product that enables us to carry forward over one hundred years of whisky connoisseurship and tradition. The glass replicates an earth-like drinking experience in a weightless environment for space tourists seeking leisure and luxury. We launched Ballantine’s Space with an interconnected ‘universe’ of digital content, which allowed us to tell the story of designing, building and testing across multiple channels. Audiences could explore in as much or as little depth as they desired.

The campaign was designed to be experienced in a nonlinear way by different audiences across a range of channels. Key content was hosted on a Medium publication at ballantinesspaceglass.com. This publication also served as a repository for journalists and influencers and drove extensive in-depth coverage from science writers at the New York Times on the Space Glass’ construction to lifestyle writers at GQ on visions of luxury bars for the future. YouTube content drove viewers between the hero film and the documentaries depending on where they had come into the story. A three week social calendar told the story of the dream and ambition, to the making of the glass to the visions of our future in space via 250+ socials assets on Facebook, Twitter and Instagram.

The campaign was adopted by 18 markets driving 15 million combined video views and 75% increase in brand mentions. YouTube analytics showed 12 x more views than the category average and Ballantine’s gained 41% share of voice against globally its top 10 competitors. Space Glass was comprehensively reported from The New York Times science section to Wired and Playboy.