05 October 2014 21:02

Ballantine's presents Black Coffee's Human Orchestra

Electronic music and vocal techniques collide in 'Black Coffee's Human Orchestra', a unique film which sees South African DJ and producer Black Coffee lead a 40-strong group of African vocalists to create a voice-only recreation of his best known electronic track, 'Rock My World'. Black Coffee features in the film which is being premiered globally with Hypebeast.com and will also appear in a major South African mixed media ad campaign, implemented to communicate Ballantine's global brand mantra, 'Stay True, Leave An Impression'.

Each film in the series, which can be seen here, captures the lives of unique individuals as they perform creative and artistic experiments centred around their passions, philosophies and talent.

The 'Stay True Stories' campaign, produced by M&C Saatchi Sport & Entertainment London and M&C Saatchi London, is intended to drive deep and targeted consumer engagement around the world. Social media channels will be utilised to drive engagement with the film, with a substantial online media campaign managed by Vizeum. In addition, Black Coffee will participate in a series of media interviews to support the campaign, including with the campaign's media partner Hypebeast.com, the world's leading cultural trends site.

'Black Coffee's Human Orchestra', shot in and around Johannesburg (Soweto and Maboneng), illustrates Back Coffee's of continuous experimentation with music. The film opens with his own back-story and beliefs around life, music and creation, before we see him assemble a group of individual and talented vocalists from across Africa. The climax of the film is an experiment which defines Black Coffee's ambition as an artist; an impressive deconstruction of 'Rock My World' using only the vocal abilities of his 40-strong group.

Peter Moore, Global Brand Director for Ballantine's, commented: "The Stay True Stories series is proving to be a multi layered and effective way of communicating what Ballantine's stands for globally, in a way that is both entertaining and unique. Through extensive collaboration with the protagonists of the films, we have ensured that they are rooted in our global brand positioning of 'Stay True, Leave An Impression', inspiring consumers to do just that. Whilst the campaign is, from a global perspective, mostly digitally focussed, extending our association with Black Coffee into advertising in South Africa will serve to make even more impact in such a key market for us going forwards."

Black Coffee commented: "Musical experimentation and its power to bring people together is why I do what I do. When Ballantine's asked me what my dream experiment would be, I wanted to set us the challenge to do something unique. To see the group of vocalists we put together from throughout Africa with each playing their own part, producing the final recreation of 'Rock My World' was an amazingly satisfying moment."

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