| Title | PABLO |
| Brand | PERNOD RICARD |
| Product/Service | CHIVAS |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
HAVAS WORLDWIDE LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
HAVAS WORLDWIDE LONDON, UNITED KINGDOM
|
|
Production Company
|
SOMESUCH & CO London, UNITED KINGDOM
|
Credits
| Mark Fairbanks |
Havas Worldwide London |
Executive Creative Director |
| Andre Moreira |
Havas Worldwide London |
Creative Director |
| Dominic Gettins |
Havas Worldwide London |
Copywriter |
| Phil Beamount |
Havas Worldwide London |
Art Director |
| Lucy Powell |
Havas Worldwide London |
Agency Producer |
| Sam Myers |
Havas Worldwide London |
Agency Producer |
| Leila Bartlam |
Havas Worldwide London |
Agency Producer |
| Anthony Edwards |
Havas Worldwide London |
Strategy Director |
| Andy Quin |
Havas Worldwide London |
Planner |
| Christopher Skillicorn |
Havas Worldwide London |
Planner |
| Daniel Floyed |
Havas Worldwide London |
Advertiser Supervisor |
| Paola Bersi |
Havas Worldwide London |
Account Director |
| Elisabet Jonsdottir |
Havas Worldwide London |
Account Director |
| Jacqueline Chou |
Havas Worldwide London |
Account Director |
| Carole Guiet |
Havas Worldwide London |
Account Manager |
| Duska Howells |
Havas Worldwide London |
Project Manager |
| Seth Wilson |
Somesuch/Co. |
Executive Producer |
| George Belfield |
Somesuch/Co. |
Director |
| Dulcie Kellett |
Somesuch/Co. |
Producer |
Brief Explanation
These commercials demonstrate that the ancient codes of Chivalry, which lie at the heart of the Chivas brand, are far from dead. In fact, they are transforming people’s lives around the world today –the proof is in the growing, global phenomenon of Social Entrepreneurship.
The long format documentary films present the work of each of four Social Entreprises, through the eyes of their founders. They show the benefits of their philosophy to their bottom line as well as on the communities that are revived or sustained by them.
The commercials are a rallying cry to join the cause –weaving together the stories of four social entrepreneurs from four continents with a powerful speech by a timeless ‘bard’character about the power that money has to do good. The setting is a deserted boxing hall, symbolic of the struggles faced by businesses and that of a modern gent, wishing to add meaning to his achievements.
They end by directing the viewer to engage further by joining 'The Venture' –a Chivas Regal created mentoring program and funding pool of $1 Million.
Creative Execution
Win The Right Way was a compelling project to craft, from casting to post production. Though we went through the more traditional channels of casting renowned actors to deliver the brand mantra in a captivating way, we also underwent months of research into Social Businesses, collecting every detail from the profit margins to the backstories of the founders. We talked with them all at length to glean whether they would be the right fit for Chivas and it was a venture with as many challenges as there were victories.
Once we had found our Social Entrepreneurs, we had very little time to prep and went on a trip very literally around the world to shoot on an ad hoc basis, with no approved storyboards. The lines between agency and production company were blurred into insignificance with us all transporting equipment, building rigs together and generally doing anything and everything necessary to make the most beautiful films possible. From this trip, not only did we feed into the main TVCs but made documentaries in their own right.
Back in the UK our Storytellers shoot was happening simultaneously, flying our celebrities in from all corners of the globe to deliver our prose in multiple languages, with interpreters to guide Daniel Wolfe.
It was a project of many facets, and many challenges in terms of production but the end result is bigger and more powerful than any obstacles we faced while crafting the films.