Ballantine's - The T-shirt OS / The wearable, shareable, programmable t-shirt - (2012)

Would you like a wearable, shareable, programmable t-shirt ? You're in luck, Work Club, London digital creative agency, has developed the first one for Ballantine's whisky. There's a catch, we need to be many people liking and wanting it to bring the price down.

Called “tshirtOS” and produced in partnership with clothing brand CuteCircuit, the innovation celebrates creativity and personal expression by reinventing and reinvigorating the original canvas of self expression, the T-shirt, giving it a decidedly 21st century upgrade. The technology connects the T-shirt to the Internet using a built-in operating system controlled by a mobile application, allowing wearers to programme the message. Among other functionalities, the T-shirt can also share songs, play music directly from iTunes via a head-phone jack and take photos using the world's smallest built-in digital camera.

Oh yes. You know you want one now, right?

Over the coming weeks, a truly global campaign will launch, comprised of a series of films showcasing tshirtOS being tested in London, Mexico City and São Paulo including a short film by Kim Gehrig and Somesuch & Co.

The ultimate goal is to create the world's first commercial digital T-shirt. As a prototype, tshirtOS is expensive, but the more interest there is, the more accessible the price will become, so if enough people want one, tshirtOS will be produced and purchasable. Interest and demand for tshirtOS is being captured at tshirtOS.com through a registration form. Go on. If you want one now you know what to do.

Andy Sandoz, Creative and Innovation Partner, Work Club says:

 "This thing is awesome. The T-shirt was the status update before the status update existed. This season, we've upgraded it for the digital generation, a new way to express yourself, to leave an impression. Something that the Ballantine's brand is all about.”

Agency, city: Work Club, London
Developer, city: CuteCircuit, London
Creative directors: Andy Sandoz, Ben Mooge
Creatives: Joe Corcoran, Julie Barnes
Producer: Tom Gardner
Strategist: Niccolo Rigo
Director of prototype film: Jamie Mylam