Yevgeniya Golovina
Yevgeniya Golovina
PR-strategist, project manager
'When planning the project Faces of craftsmen, we reflected on how to demonstrate the value of hand labour for the premium-level drink. Slogan „the most handcrafted Scotch whisky in the world“ does not justify its high price, therefore it was vitally important to build associations with the fact that the hand labour in whisky production is a rare combination of taste and unique skills. Both client and we were amazingly inspired by the project as we managed to collect unique stories that must be seen and felt. This is why we decided to apply with this case for contest SABRE EMEA 2017—a kind of 'Oscar' in the sphere of PR and communications.'
Faces of Craftsmen

MAINSTREAM agency has completed project Faces of Craftsmen.

Art-project Faces of Craftsmen was developed by MAINSTREAM as a part of localisation of the global brand strategy of Scotch whisky The Balvenie* on the CIS markets.

The project was implemented during the year in five countries—Ukraine, Georgia, Azerbaijan, Belarus, and Kazakhstan.

The global communication strategy of the brand is based on the concept of 5 rare crafts. This is notion for five unique crafts and traditions that are still represented at the distillery. The agency’s task was to localise the global strategy through distribution of the brand values as well as building the brand capital on the CIS markets.

Having analysed the communications space and interests of target audiences, appeared a large-scale media project Faces of Craftsmen. The project objective was to find unique masters in every country and to show real value of crafts and traditions in the age of technologies. We chose the most suitable communication channels for each market—traditional and online media, social networks. To increase the project’s additional value, in some countries the agency, jointly with regional partners, conducted a series of special events—photo exhibitions, the guests of which were heroes of the project, representatives of mass media, cultural sector and opinion leaders.

In Ukraine the project was named «Balvenie of the fortune» and was implemented jointly Buro 24/7 online media resource. Within six months, the website published four photo stories shot by Oleg Yatsura, each of them telling about masters from Ukraine and abroad. Hero of the first story was Serhiy Semenov, founder of brand WOODSTOCK Guitars. The second one was Gianluca Isaia, grandson of founder and CEO of premium menswear brand ISAIA Napoli. The third hero was sculptor Vahan Avakian, founder of brand VAHAN AVAKIAN. The fourth heroine was Ekaterina Samokish, designer and cofounder of jewellery brand SAMOKISH.

The project culminated in photo exhibition with presentation of craftsmasters’ products and unique releases of The Balvenie whisky—The Balvenie 50 YO and The Balvenie DCS Compendium, worth over UAH 1 million each.

The Balvenie
The Balvenie

is the brand of the most handcrafted Scotch single-malt whisky. The Balvenie distillery is owned by family company William Grant & Sons and has been using handicraft at every stage of whisky production for over 126 years.