Titolo | Win the Right Way (1m30) / The Venture |
Agenzia | Havas London |
Campagna | Win the Right Way |
Cliente | Chivas |
Marca | Chivas |
Posted | Ottobre 2015 |
Settore | Whisky, Gin, Vodka |
Trama | Using storytelling to recruit a new generation of whiskey drinkers |
Filosofia | 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. |
Problema | 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. |
Risultato | - 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. |
Tipo di Media | Televisione |
Lunghezza | |
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 |
Casa di Produzione | SomeSuch and Co. |