Ballantine’s wanted to innovatively create a brand association with music. Our big idea was to make Ballantine’s the record company for Carlos Jean, Spain’s most famous music producer. “Plan B” was a new way to create music: Carlos Jean designed a music base, uploaded it to www.eplanB.tv and invited users to contribute, incorporating the best suggestions into final tracks for general release. The project generated PR content and the songs have topped both radio and iTunes download charts.