Ballantine's believes in the power of personal expression. They decided to innovate the t-shirt for the digital age. tshirtOS connects to the internet using a built-in operating system controlled by a mobile app. Users can connect their t-shirt to their social networks, play music via iTunes and take pictures using a small, integrated digital camera. The campaign to promote tshirtOS involves a series of films featuring people testing the product in London, Mexico City and São Paulo.

tshirtOS has been rolled out as a Kickstarter-like project. Production of the t-shirt depends on user driven demands.

Ballantine's embraced a truly social approach to digital marketing for their 'Leave An Impression' strategy. The t-shirt is the original canvas of personal expression, so we set out to create the first ever programmable, internet connected t-shirt by asking 'Would you want one?'

tshirtOS was created as integral part of an existing brand campaign, but due to it still being a prototype, it isn't yet available to the general public.

Innovation was key throughout, taking a simple piece of clothing and turning it into a modern-day wearable application. It’s been picked up by all major tech blogs and monitoring social channels has shown that people have plenty of interest in buying one. It’s currently being used extensively in presentations around the world as a showcase for the “Internet of things” and all that this entails.

It is a brand driven kickstarter project that actively uses technology to innovate within a stale category. Monitoring social channels shows that people have plenty of interest in buying one. It has also been picked up on the runways across the world.