Chivas - "Win the Right Way (1m30) / The Venture"

Havas London

Havas London London, United Kingdom

22556

Brand: Chivas
Country: United Kingdom

Advertiser: Chivas

Title	Win the Right Way (1m30) / The Venture
Agency	Havas London
Campaign	Win the Right Way
Advertiser	Chivas
Brand	Chivas
Posted	October 2015
Business Sector	Spirits, Fortified Wines
Story	Using storytelling to recruit a new generation of whiskey drinkers
Philosophy	We created a $1M fund and a global programme called The Venture for budding social entrepreneurs across the world – a platform to tell their stories and pitch for hard cash, putting their businesses on a global stage.
Problem	Chivas Regal is the world’s original luxury whisky. But having history is no guarantee of future success. We needed to be relevant to a new generation. The communications challenge was to engage them in a category that wasn’t naturally of high interest.
Result	- The Win the Right Way campaign for Chivas Regal, was activated in 18 countries worldwide and we received over 1000 entries for The Venture competition itself. - We achieved over 15M YouTube views for the Inspire films (50% over target) and a 30% reduction in cost per view. Our view through rate was also significantly higher. - Shifts in brand equity are measured by market – in Brazil relevance increased from 9% to 58% vs. 2013, appeal increased from 12% to 50% and we saw a 55% increase in “standing for something important”. - It is the most successful campaign for the brand to date and will continue into 2016 and beyond.
Media Type	Television
Length	90 seconds
Sound Design Company	Grand Central Recording Studios
Strategic Planning Director	Anthony Edwards
Digital Artist	AnalogFolk
Agency	AnalogFolk
Executive Creative Director	Mark Fairbanks
Creative Director	André Moreira
Director	Daniel Wolfe
Production Company Producer	Seth Wilson
Sound Design Company	Ben Leeves
Copywriter	Dominic Gettins
Editor	Tom Lindsay
Account Director	Paola Bersi
Account Planner	Anthony Edwards
Agency Producer	Leila Bartlam
Account Planner	Andy Quin
Production Company Producer	Dougal Meese
Photographer	The Wade Brothers
Director	George Belfield
Director	Chiwetel Ejiofor
Actor / Celebrity	Chiwetel Ejiofor
Art Director	Philip Beaumont
Account Director	Daniel Floyed
Account Director	Jackie Chou
Account Planner	Christopher Skillicorn
Agency Producer	Lucy Powell
Agency Producer	Sam Myers
Art Director	Philip Beaumont
Account Director	Daniel Floyed
Account Director	Jackie Chou
Account Planner	Christopher Skillicorn
Agency Producer	Lucy Powell
Production Company Producer	Dulcie Kellett
Editor	Thomas Grove
Editor	Carter Ross Hallard
Editor	Elise Butt
Editor	Fouad Gaber
Production Company	SomeSuch and Co.