Başlık | Win the Right Way (1m30) / The Venture |
Haftanın | Havas London |
Kampanya | Win the Right Way |
Reklamcı | Chivas |
Marka | Chivas |
Posted | Ekim 2015 |
Sektör | Spirits, Fortified Wines |
hikaye | Using storytelling to recruit a new generation of whiskey drinkers |
felsefe | 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. |
Sorun | 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. |
Sonuç | - 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. |
Medya Türü | Television |
Süre | |
Ses Tasarım Şirketi | Grand Central Recording Studios |
Strateji Planlama Direktörü | Anthony Edwards |
Dijital Sorumlusu | AnalogFolk |
Agency | AnalogFolk |
Yaratıcı Yönetmen | Mark Fairbanks |
Yaratıcı Yönetmen | André Moreira |
Yönetmen | Daniel Wolfe |
Prodüksiyon Şirketi Prodüktör | Seth Wilson |
Ses Tasarım Şirketi | Ben Leeves |
Reklam Yazarı | Dominic Gettins |
Editör | Tom Lindsay |
Müşteri Direktörü | Paola Bersi |
Strateji Planlama | Anthony Edwards |
Ajans Prodüktörü | Leila Bartlam |
Strateji Planlama | Andy Quin |
Prodüksiyon Şirketi Prodüktör | Dougal Meese |
Fotoğrafçı | The Wade Brothers |
Yönetmen | George Belfield |
Yönetmen | Chiwetel Ejiofor |
Aktör | Chiwetel Ejiofor |
Sanat Yönetmeni | Philip Beaumont |
Müşteri Direktörü | Daniel Floyed |
Müşteri Direktörü | Jackie Chou |
Strateji Planlama | Christopher Skillicorn |
Ajans Prodüktörü | Lucy Powell |
Ajans Prodüktörü | Sam Myers |
Sanat Yönetmeni | Philip Beaumont |
Müşteri Direktörü | Daniel Floyed |
Müşteri Direktörü | Jackie Chou |
Strateji Planlama | Christopher Skillicorn |
Ajans Prodüktörü | Lucy Powell |
Prodüksiyon Şirketi Prodüktör | Dulcie Kellett |
Editör | Thomas Grove |
Editör | Carter Ross Hallard |
Editör | Elise Butt |
Editör | Fouad Gaber |
Prodüksiyon Şirketi | SomeSuch and Co. |