Ballantine’s Light is a new lower-alcohol product from the brand which has become the No.1 Scotch in Europe and the No. 2 Scotch in the world. With half the alcohol, it retains all the character’ of Ballantine’s Finest – the best-selling 40% ABV product.

This called for a beautifully simple creative idea. An idea that keeps the product benefit at its very center and does so in a fresh way and in a true departure from other advertising in the category. So with half the alcohol, CPB London made half an ad.

Actually three half ads, or 1.5 ads in total.