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Ballantine's - Human API

To tie in with Ballantine's belief in the power of personal expression (The brand's global line being 'Leave An Impression'), we created The Human API which allowed users to log into different artist's minds. The campaign rolled out in two parts: 1. A four-hour live stream into Facebook filmed from the artist's point of view, allowed the public to interact with them directly via a live chat and make decisions on all aspects of the process 'leaving their own impression' on the artist's work. 2. A week later, videos summing up the live events were released online. I co-wrote and directed all three clips. "Leave An Impression / Stay True" is an ongoing global platform that Ballantine's local markets can use and appropriate across platforms. Results: 6,000,000 views (Over 5.1M free) + Facebook fans feedback up 199% during campaign (over previous 3 months) + Facebook fans up 100% (from 63K to 126K ) + Mentions of "Leave An Impression" online +160% (over same period previous year). Awards: Official Honoree :: Viral Marketing :: Webbys Awards IAB Creative Showcase :: First Place (July) Epica :: Bronze Revolution Awards :: Shortlist :: Best Viral

Project Roles
Art Director
Work Club
Art Direction, Conceptual
Social Media Content, Viral Films, Interactive Videos
Project Industries
Ballantine's - Human API