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

Havas London

Havas London London, Großbritannien

22555

Marke: Chivas
Länder: Großbritannien

Werbende: Chivas

Titel	Win the Right Way (1m30) / The Venture
Agentur	Havas London
Kampagne	Win the Right Way
Werbende	Chivas
Marke	Chivas
Posted	Oktober 2015
Geschäftsbereich	Whisky, Gin, Wodka
Story	Using storytelling to recruit a new generation of whiskey drinkers
Philosophie	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.
Ergebnis	- 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.
Medientyp	Fernsehen
Länge	90 seconds
Tonstudio	Grand Central Recording Studios
Direktor Strategische Planung	Anthony Edwards
Digitalkünstler	AnalogFolk
Agentur	AnalogFolk
Executive Creative Director	Mark Fairbanks
Creative Director	André Moreira
Regisseur	Daniel Wolfe
Filmproduzent/Produzent	Seth Wilson
Tonstudio	Ben Leeves
Texter	Dominic Gettins
Cutter	Tom Lindsay
Etatdirektor	Paola Bersi
Etat-Planer	Anthony Edwards
Agency Producer	Leila Bartlam
Etat-Planer	Andy Quin
Filmproduzent/Produzent	Dougal Meese
Fotograf	The Wade Brothers
Regisseur	George Belfield
Regisseur	Chiwetel Ejiofor
Schauspieler	Chiwetel Ejiofor
Art Director	Philip Beaumont
Etatdirektor	Daniel Floyed
Etatdirektor	Jackie Chou
Etat-Planer	Christopher Skillicorn
Agency Producer	Lucy Powell
Agency Producer	Sam Myers
Art Director	Philip Beaumont
Etatdirektor	Daniel Floyed
Etatdirektor	Jackie Chou
Etat-Planer	Christopher Skillicorn
Agency Producer	Lucy Powell
Filmproduzent/Produzent	Dulcie Kellett
Cutter	Thomas Grove
Cutter	Carter Ross Hallard
Cutter	Elise Butt
Cutter	Fouad Gaber
Produktionsfirma	SomeSuch and Co.