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

02/10/2014
Advertising Agency
New York, USA
436
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Havas Worldwide London & AnalogFolk champion up-and-coming entrepreneurs for Chivas Regal

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 www.TheVenture.com, 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 www.TheVenture.com.

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