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

Havas London

Havas London London, Reino Unido

22655

Marca: Chivas
País: Reino Unido

Anunciante: Chivas

Título	Win the Right Way (1m30) / The Venture
Agencia	Havas London
Campaña	Win the Right Way
Anunciante	Chivas
Marca	Chivas
Posted	Octubre 2015
Sector Empresarial	Whisky, ginebra, vodka?
Sinopsis	Using storytelling to recruit a new generation of whiskey drinkers
Filosofía	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.
Resultado	- 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.
Medio	Televisión
Duración	90 seconds
Empresa de creación sonora	Grand Central Recording Studios
Strategic Planning Director	Anthony Edwards
Artista digital	AnalogFolk
Agency	AnalogFolk
Director ejecutivo de creación	Mark Fairbanks
Director creativo	André Moreira
Realizador	Daniel Wolfe
Productor de la productora	Seth Wilson
Empresa de creación sonora	Ben Leeves
Responsable de conceptos / redactor	Dominic Gettins
Montador	Tom Lindsay
Director de cuentas	Paola Bersi
Planificador de cuentas	Anthony Edwards
Productor de la agencia	Leila Bartlam
Planificador de cuentas	Andy Quin
Productor de la productora	Dougal Meese
Fotógrafo	The Wade Brothers
Realizador	George Belfield
Realizador	Chiwetel Ejiofor
Actor /Celebridad	Chiwetel Ejiofor
Director artístico	Philip Beaumont
Director de cuentas	Daniel Floyed
Director de cuentas	Jackie Chou
Planificador de cuentas	Christopher Skillicorn
Productor de la agencia	Lucy Powell
Productor de la agencia	Sam Myers
Director artístico	Philip Beaumont
Director de cuentas	Daniel Floyed
Director de cuentas	Jackie Chou
Planificador de cuentas	Christopher Skillicorn
Productor de la agencia	Lucy Powell
Productor de la productora	Dulcie Kellett
Montador	Thomas Grove
Montador	Carter Ross Hallard
Montador	Elise Butt
Montador	Fouad Gaber
Productora	SomeSuch and Co.