Titulo | Win the Right Way (1m30) / The Venture |
Agência | Havas London |
Campanha | Win the Right Way |
Anunciante | Chivas |
Marca | Chivas |
Posted | Outubro 2015 |
Sector Empresarial | Bebidas espirituosas |
História | 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. |
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. |
Tipo de Mídia | Televisão |
Comprimento | |
Empresa de design sonoro | Grand Central Recording Studios |
Diretor de Planejamento Estratégico | Anthony Edwards |
Artista digital | AnalogFolk |
Agency | AnalogFolk |
Director executivo criativo | Mark Fairbanks |
Director criativo | André Moreira |
Realizador | Daniel Wolfe |
Producer | Seth Wilson |
Empresa de design sonoro | Ben Leeves |
Redator | Dominic Gettins |
Editor | Tom Lindsay |
Director de contas | Paola Bersi |
Planeador | Anthony Edwards |
Produtor da agência | Leila Bartlam |
Planeador | Andy Quin |
Producer | Dougal Meese |
Fotógrafo | The Wade Brothers |
Realizador | George Belfield |
Realizador | Chiwetel Ejiofor |
Actor/celebridade | Chiwetel Ejiofor |
Director de arte | Philip Beaumont |
Director de contas | Daniel Floyed |
Director de contas | Jackie Chou |
Planeador | Christopher Skillicorn |
Produtor da agência | Lucy Powell |
Produtor da agência | Sam Myers |
Director de arte | Philip Beaumont |
Director de contas | Daniel Floyed |
Director de contas | Jackie Chou |
Planeador | Christopher Skillicorn |
Produtor da agência | Lucy Powell |
Producer | Dulcie Kellett |
Editor | Thomas Grove |
Editor | Carter Ross Hallard |
Editor | Elise Butt |
Editor | Fouad Gaber |
Produtora | SomeSuch and Co. |