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.
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.