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12 Years A Slave Star Chiwetel Ejiofor Squares Up in the Ring for Chivas

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Havas Worldwide London & AnalogFolk champion up-and-coming entrepreneurs for Chivas Regal

12 Years A Slave Star Chiwetel Ejiofor Squares Up in the Ring for Chivas

Chivas Regal, the world’s first luxury whisky, has launched a $1 million fund to support up-and-coming social entrepreneurs alongside a global advertising campaign fronted by BAFTA-winning 12 Years A Slave star Chiwetel Ejiofor and star of the Coen Brothers’ Inside Llewyn Davis, Oscar Isaac.

The campaign, ‘Win the Right Way’, was created by Havas Worldwide London and AnalogFolk, celebrates social entrepreneurs behind businesses that are run not just for the benefit of shareholders, but to address social issues.

The campaign supports ‘The Venture’, a platform from Chivas which offers social entrepreneurs $1m in financial assistance, global exposure for their company or idea, as well as support and mentoring from high profile business people. 

In the launch film for The Venture, created by Havas Worldwide London, Oscar-nominated Chiwetel Ejiofor delivers an impassioned soliloquy from inside a boxing ring and introduces the stories of successful social entrepreneurs from around the world, calling on others to follow their lead. 

Golden Globe nominated actor Oscar Isaac stars in the US film, while Liao Fan fronts the film created for the Asian market. 

Daniel Wolfe directed all three films through production company Somesuch. They will air in key global markets, including the UK, US, China, South Africa, Mexico and Brazil. 

Ben Leeves from Grand Central worked on the spot: "The strength of Havas London's remarkable Chivas campaign  lies in the passionate deliveries of Chiwetel Ejiofor, Oscar Isaac & Liao Fan. They each introduce a different story, in their respective spots, of social entrepreneurs from around the world, calling on others to follow their lead. "

"My aim with the sound design was to make their messages as impactful as possible. I achieved this by creating a complex soundscape around which the narrative could effectively lead each story."

He continued: "I first saw the script in the production stage and even at that early point, it was clear that the music and sound would play a vital role in the power of this campaign.  I worked closely with creative director Andre Moreira throughout the process to create what is an audio feast of a film, balancing and interweaving Plan B's music with the dialogues, atmos and sound effects to create an emotionally subtle soundscape."

"I have collaborated with director Daniel Wolfe before on a number of projects, such as Saatchi & Saatchi London's spot for San Miguel & The Shoes’  and the  music video for ‘Time To Dance’, featuring Jake Gyllenhaal. It is always a pleasure to partner with such a fresh-thinking talent."

The campaign is the latest instalment of the brand’s long-running ‘Live With Chivalry’ campaign.

Mark Fairbanks, ECD, Havas Worldwide London, said: “The campaign is a call to arms to allow a new group of social entrepreneurs to succeed. These business people are part of a global movement where the best way to do business is to simultaneously give back - a quid pro quo relationship with the world. It’s a perfect example of a brand living its beliefs.” 

Daniel Floyed, Global Brand Director at Havas said: “Together with Chivas and the other agency partners we have developed an exciting platform - not merely a campaign. In five years’ time, I want to look back at the businesses we had a small part in helping get off the ground. It's a legacy and it matters.”

Aspiring social entrepreneurs can apply to The Venture by submitting their business ideas at, the dedicated site created by AnalogFolk. The site features daily editorial developed in partnership with Fast Company providing news and advice on social entrepreneurship. 

Short documentaries about successful social entrepreneurs from around the world, also created by Havas Worldwide London, will feature on

Chiwetel Ejiofor Chivas
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Production Company

Director: Daniel Wolfe (Brand Films), George Belfield (Documentaries)

Producer: Seth Wilson, Dougal Meese, Dulcie Kellett

Production Company: Brand Films, Somesuch Productions

Digital Production Company

App/Digital Production: AnalogFolk

Senior Producer: Ivan Sebastian, Neil Ballinger

Technical Lead: David Wiltshire

Creative Agency

Creative Agency: Havas WW London & AnalogFolk

Art Director: Philip Beaumont

Copywriter: (Havas) Dominic Gettins, (AnalogFolk) Danielle Melia

Creative Technologist: (AnalogyFolk) Rick Jones, Jay Tang, Luis Rodrigues

Designer: (AnalogFolk) Ben Howarth, Lawrence Cox

Executive Creative Director: (Havas) Mark Fairbanks, (AnalogFolk) Simon Richings

Photographer: The Wade Brothers

Planner: Andy Quin, Christopher Skillicorn

Producer: Lucy Powell, Leila Bartlam, Sam Myers

Strategist: (AnalogFolk) Sammy King

Strategy Director: (Havas) Anthony Edwards, (AnalogFolk) Matt Dyke

Team Manager: Sam Becker


Audio Post Production: Grand Central Recording Stuidos

Music Supervision: Toby Williams @ Leland Music

Song: "Playing With Fire" - Plan B

Sound Design: Ben Leeves


Edit Assistant: Magda Plugowska, Gwen Norcliffe, Ed Hanbury, Ed Enayat

Editor: Tom Lindsay (Brand Films), Thomas Grove Carter (Documentaries), Ross Hallard, Elise Butt, Fouad Gaber


Advertiser: Chivas Regal

Genres: People

Categories: Alcoholic Beverages, Spirits

Havas North America, Thu, 02 Oct 2014 16:30:09 GMT