Mark Fairbanks
Creative Director (freelance) at Mother
London, United Kingdom
TitleWin the Right Way (1m30) / The Venture
Agency
Campaign Win the Right Way
Advertiser Chivas
Brand Chivas
PostedOctober 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
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Strategic Planning Director
Digital Artist
Agency
Executive Creative Director
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Production Company Producer
Sound Design Company
Copywriter
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Account Planner
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Photographer
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Director
Actor / Celebrity
Art Director
Account Director
Account Director
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Production Company SomeSuch and Co.
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