Mark Fairbanks
Creative Director (freelance) at Mother
London, 英国
标题Win the Right Way (1m30) / The Venture
广告公司
广告战役 Win the Right Way
广告主 Chivas
品牌 Chivas
Posted10月 2015
行业领域 烈酒,加烈葡萄酒
剧情简介 Using storytelling to recruit a new generation of whiskey drinkers 
哲学 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. 
问题 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. 
结果 - 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. 
媒体类别 电视
长度
音效设计公司
战略企划总监
数字艺术家
Agency
执行创意总监
创意总监
导演
制作公司制片
音效设计公司
文案
剪辑师
客户总监
客户企划
广告公司制片
客户企划
制作公司制片
摄影师
导演
导演
演员/名人
美术指导
客户总监
客户总监
客户企划
广告公司制片
广告公司制片
美术指导
客户总监
客户总监
客户企划
广告公司制片
制作公司制片
剪辑师
剪辑师
剪辑师
剪辑师
制作公司 SomeSuch and Co.

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