标题 | Win the Right Way (1m30) / The Venture |
广告公司 | Havas London |
广告战役 | Win the Right Way |
广告主 | Chivas |
品牌 | Chivas |
Posted | 10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 | Grand Central Recording Studios |
战略企划总监 | Anthony Edwards |
数字艺术家 | AnalogFolk |
Agency | AnalogFolk |
执行创意总监 | Mark Fairbanks |
创意总监 | André Moreira |
导演 | Daniel Wolfe |
制作公司制片 | Seth Wilson |
音效设计公司 | Ben Leeves |
文案 | Dominic Gettins |
剪辑师 | Tom Lindsay |
客户总监 | Paola Bersi |
客户企划 | Anthony Edwards |
广告公司制片 | Leila Bartlam |
客户企划 | Andy Quin |
制作公司制片 | Dougal Meese |
摄影师 | The Wade Brothers |
导演 | George Belfield |
导演 | Chiwetel Ejiofor |
演员/名人 | Chiwetel Ejiofor |
美术指导 | Philip Beaumont |
客户总监 | Daniel Floyed |
客户总监 | Jackie Chou |
客户企划 | Christopher Skillicorn |
广告公司制片 | Lucy Powell |
广告公司制片 | Sam Myers |
美术指导 | Philip Beaumont |
客户总监 | Daniel Floyed |
客户总监 | Jackie Chou |
客户企划 | Christopher Skillicorn |
广告公司制片 | Lucy Powell |
制作公司制片 | Dulcie Kellett |
剪辑师 | Thomas Grove |
剪辑师 | Carter Ross Hallard |
剪辑师 | Elise Butt |
剪辑师 | Fouad Gaber |
制作公司 | SomeSuch and Co. |