When you stay true to who you are. When you turn off society’s expectations…
There’s No Wrong Way
Launching worldwide in over 20 markets, ‘Stay True: There’s No Wrong Way’ is Ballantine’s biggest and most disruptive campaign in recent years and forms part of the brand’s ambition to open up the Scotch whisky category to new fans and cement its position as the accessible whisky for everyone.
The campaign encourages people to live life the way they want to by staying true to who they are, reflecting the brand’s DNA of celebrating self-expression, pioneered by founder George Ballantine who was doing things his own way and breaking the conventional codes of whisky as far back as 1827.
Whether dance, fashion, art or music is your preferred form of self-expression, there’s no wrong way if you stay true to yourself. The campaign Stay True: There’s No Wrong Way global campaign is hitting South African shores with a dynamic television advert
The advert features Shimza, as well as a constellation of non-celebrities who are stars in their own right, from a Vaal-based amputee dancer to an indigenous dance troupe from Ekurhuleni. These are real people with real stories and authentic ways of expressing their individuality.
The commercial is a celebration of Mzansi’s diverse melting pot, urging people to “do it for the culture … dress to flex, or to relax … dance like you’re on the guest list … [and] turn those expectations off”. It’s a potent call to action to be true to your vision and your instinct.
Director, Justice Mukheli
Justice Mukheli is a South African Artist, filmmaker, who creates commercials and fine art films. Mukheli is known for creating “intellectually and emotionally dense art and films” that centre on the authentic African experience and with the continued intention to dismantle the negative narrative of Africa and Africans in the World.
On filming with Ballantine’s Justice said:
Working on this campaign was such a wonderful experience that helped me reflect my own experience and view on “Staying True” and “There’s no wrong way”. From the brief I felt so connected to this film because I could relate on a deeper level because I’ve always had an imposter syndrome for not having hard formal training as a film director, so, firstly, working on this project real instilled with confidence that I can do it my way, and however it my process as a filmmaker / artist, there’s no wrong way.
Also, this project came with the opportunity to tell stories that are a fresh take amongst our competitors by bringing stories with heart and meaning that speaks to the people from a relatable point of view. I’m so grateful to have contributed to this film and bring meaning and heart to this film
In keeping with our history of supporting and spotlighting the best and most forward-thinking musicians that South Africa has to offer, we’ve announced a new partnership with Afro-tech pioneer and Ekurhuleni icon, Shimza.
With a longstanding commitment tied to supporting music born from fervent passion, Ballantine’s have prioritised collaborating with artists who have become household names because of their unflinching conviction to their craft, and their refusal to compromise who they are and where they’re from in the pursuit of their dream.
In 2015 Shimza featured on our Boiler Room x Ballantine’s Stay True South Africa line up, now Shimza joins the Ballantine’s family as so much more than an artist. An avid businessman and philanthropist, raising funds for underprivileged children through his Shimuzic foundation, Shimza is focused on giving back to his community of Ekurhuleni, and his partnership with Ballantine’s means a long-term investment in both Shimza and the hometown that he holds so dear to him.
“This partnership with Ballantine’s is a great fit for me and what I stand for as a brand! This partnership should be about investing in the next generation and giving them the confidence to Stay True to themselves because There’s No Wrong Way when you are authentic.”
Watch the full length Stay True film here:
Why don’t you inspire us with what it means to you to Stay True, by sharing your own “There’s No Wrong Way” moments on Instagram and Twitter using #StayTrue.
And… while we’re talking about doing your own thing, see how to mix up a Ballantine’s, exactly how you like… it’s not just with ice, you know.
After all, there’s no wrong way.
You already know we’ve nailed the Finest Whisky to ever grace a glass. But that’s just a little drop of what we’re about. Scroll on for the latest news and features from across the world of Ballantine’s whisky, True Music and much, much more.