the challenge
Chivas wanted to move beyond being seen primarily as a luxury whisky brand and become more connected to contemporary UK culture.
There was a recognised gap in the brand's relationships within London's communities, so the challenge was finding a way for Chivas to become part of those communities in a way that felt genuine rather than simply advertising to them.
APPROACH
I researched the communities Chivas wanted to connect with and looked at what they were interested in and engaging with. Music came through particularly strongly, which led to the idea of working with emerging UK artists as a way of creating a more authentic connection.
I identified INFAMOUSIZAK, an AWAL artist, and facilitated the partnership between him and Chivas. This ultimately resulted in a Chivas placement within one of his music videos.
I worked on the creative production from ideation to execution of the accompanying campaign visuals.
RESULTS
The work helped Chivas build a more authentic presence within UK culture, with the portfolio identifying enhanced market presence, increased social engagement, positive public perception and a stronger competitive position as key outcomes.