Premium Scotch whisky brand Ballantine’s has worked with digital and social agency Work Club to create Loud Blue, a platform that allows users to ‘Leave an Impression’ through music in a unique and creative way.
Loud Blue is the next instalment in the brand’s ongoing ‘Leave an Impression’ campaign and provides a simple and easy way to create music through Instagram using an algorithm to analyse data from photographs to trigger different musical genres. The result is a unique, shareable photo-track with music that represents the image itself.
To use the platform users must first take an Instagram photo, tag it with the hashtag #LoudBlue and share it via Twitter. They will then receive a link back from @loudblue to their unique piece of music.
Launching in Brazil through a partnership with local DJ duo Felguk, the project will be rolled out across multiple locations over the next two years. Felguk will also produce a song sampling users’ Loud Blue photo-track creations, inspired by the photographic theme “My Brazil”.
Creative director and innovation partner at Work Club Andy Sandoz commented: “Ballantine's have made a new digital, social musical instrument. Like any instrument it's totally logical but can be mastered by a virtuoso.”