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Ballantine's joins forces with pavement artist

Published:  22 December, 2009

Pernod Ricard's Scotch whisky brand, Ballantine's has joined up with street pavement artist, Julian Beever in a Christmas marketing campaign outside Heathrow Airport's Terminal 3.

The last minute push for Christmas sales aims to spread the name of Ballantine's by word of mouth from the chalk art drawing that gives the illusion of a large bottle of the whisky inlaid into a hole in the ground.

The campaign, booked with JCDecaux Airport's experiential division Sphere and devised by communication agency Circle IMC, focuses on Ballantine's "Leave an Impression" campaign and claims to be the first of its kind at a UK airport.

Julian Beever has been creating drawings on pavement surfaces since the mid-1990s using a projection called anamorphosis which create the illusion of three dimensions when viewed from the correct angle.

The pavement drawing will be on view to the public until Christmas.

Before the launch in London, the Ballantine's Finest Street Impression campaign was first executed in Uruguay outside a shopping mall in Montevideo, followed by Las Condes in Chile in October.