Ballantine’s Resetting the Dancefloor

Deliver a campaign with purpose at the core – elevating Ballantine’s position as the leading alcohol brand championing D&I in music culture.

Ballantine’s has a legacy of representing local music culture on a global stage and supporting emerging talent. However, with the re-emergence from the pandemic as the global industry got back on its feet, young voices also started to emerge – highlighting discrimination on dancefloors like never before.

As such we commissioned a Resetting the Dancefloor report – to uncover the truths of discrimination on dancefloors around the world and identify the action Ballantine’s can take.

What started by exploring what more inclusive dancefloors could look like, resulted in action by providing a six-figure fund to support DE&I initiatives across the music industry.

105 pieces of editorial and social coverage including talent interviews, news, updates and long form editorial

10 fund recipients from 6 markets

7 million views/plays across content including launch film, social assets and radio partnership

4 million engaged views on social

12,000 consumers attended events where the ‘Safe Dancefloor’ policy was in place