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Beefeater 24, the world’s No 3 super premium gin, aims to inspire its target audience to share the soundtrack of their lives with friends with the launch of Beefeater Studio24, a new online music and picture-sharing platform.

Created by Publicis London and launched by Beefeater 24 in partnership with global music discovery service Last.fm, Beefeater Studio24 allows people around the world to match their favourite songs with their Instagram photos before transforming the image into a personalised record cover.

All images are displayed on the Beefeater Studio24 homepage and can be shared via social media platforms including Facebook, Pinterest and Twitter. The music content is provided by last.fm, allowing users to choose from 600 million tracks.

Beefeater 24 devised the Studio24 campaign after recognising that the desire to talk about life experiences, music tastes and photos is the main driver behind the global trend for online sharing and that these three topics are intrinsically linked to their target audience’s use of digital platforms.