Makeshift magazine
Ballantine's Whisky Instagram campaign designed by Work Club agency, London

Makeshift magazine

London – Ballantine’s whisky has launched an innovative new reading experience hosted on Instagram.

Article/17725 #1
Ballantine's Whisky Instagram campaign designed by Work Club agency, London Ballantine's Whisky Instagram campaign designed by Work Club agency, London
Ballantine's Whisky Instagram campaign designed by Work Club agency, London Ballantine's Whisky Instagram campaign designed by Work Club agency, London
Ballantine's Whisky Instagram campaign designed by Work Club agency, London Ballantine's Whisky Instagram campaign designed by Work Club agency, London

London – Ballantine’s whisky has launched an innovative new reading experience hosted on Instagram.

  • Brands are experimenting with content delivery on social media
  • Whisky is attracting new fans among Millennials and female drinkers, who are engaging with brands largely through digital media

With the help of agency Work Club, Pernod Ricard’s Scotch whisky brand has launched Insta-zine W, which can only be read using the social media app. Each article has its own Instagram account and readers can navigate between features using tags, which opens up a whole new way of reading online. 

‘By twisting Instagram’s features, we’ve built scrolling articles, horizontal stories and hidden little surprises within individual posts,’ explains Simon Cheadle, one of the designers involved in the project. 

Issue One features three articles chronicling the rise of the modern whisky drinker, reframing the iconic drink within contemporary society.

The Big Picture: The media landscape has changed dramatically since the emergence of social media, but captivating content will always win. Find out more about Instagram’s increasing dominance of the landscape in our Social Media Market report.

Discover More News
Cashify flips Indian wedding tradition to promote smartphone resale

News

Cashify flips Indian wedding tradition to promote smartphone resale

Smartphone reselling platform Cashify is challenging outdated attitudes to second-hand tech by reimagining a long-standing wedding ritual as a cele...
Technology : Sustainability : Circularity
Stat: New overtourism report maps the global crisis

News

Stat: New overtourism report maps the global crisis

Wellness Retreat Magazine’s 2025 Overtourism Report ranks 40 major cities facing acute tourism saturation – and the data underscores a growing imba...
Statistic : Stat : Overtourism
Foresight Friday: Dede Mivehchi, foresight intern

News

Foresight Friday: Dede Mivehchi, foresight intern

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight intern&nbs...
Digital Detox : The Great Concert Comeback : Live Music Economy
MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

News

MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

On day two of MAD//Fest 2025, Ruth Hooper, chief marketing officer at the Women’s Super League (WSL), set out a vision for reshaping the visual ide...
Global Events : Advertising & Marketing : Football
Stat: US Gen Alpha favour consoles over mobiles for game play

News

Stat: US Gen Alpha favour consoles over mobiles for game play

Despite assumptions that mobile gaming dominates among young people, a new US report reveals that Generation Alpha are leading the charge in consol...
Statistic : Gaming : Media
Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

News

Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

In their latest report, New Codes of Luxury: Immersive Technologies for Transformation, The Future Laboratory and Together Group explore how immers...
Luxury : Technology : Design
MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

News

MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

MAD//Fest returned to Shoreditch on 1 July 2025, with this year’s theme Be Less Boring challenging brands to rethink how to engage with new audiences.
Global Events : Advertising & Marketing : Gen Z
Habitat and Pinterest unveil immersive campaign putting emotion into home design

News

Habitat and Pinterest unveil immersive campaign putting emotion into home design

Habitat has teamed up with Pinterest for an immersive storytelling campaign that repositions homeware as a tool for emotional re-invention and shop...
Retail : Design : Technology
Stat: Young adults are redefining romantic relationships on their terms

News

Stat: Young adults are redefining romantic relationships on their terms

As romantic norms fragment, 20% of people are now unknowingly practising ‘relationship anarchy’, according to the latest State of Dating repor...
Statistic : Stat : Dating
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN