News
Marketing can change the world

Ballantine's continues its 'Leave an Impression' campaign launching Loud Blue with Work Club

Loud Blue makes music from Instagram photos

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.”

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

All by Gillian