Screen Shot 2014-10-06 at 19.00.57Chivas Regal, the luxury whisky brand, has launched a campaign featuring British-Nigerian actor and 12 Years A Slave star, Chiwetel Ejiofor. The ‘Win The Right Way’ campaign unveils a US $1 million (£626,000) fund to support social entrepreneurs. The film featuring Ejiofor is just one of the three created by Havas Worldwide London and AnalogFolk and directed by Daniel Wolfe.

The film sees the actor in a boxing ring delivering an inspirational speech as the camera captures successful social entrepreneurs around the world. The other two films feature Oscar Isaac of the Coen Brothers’ film ‘Inside Llewyn Davis’, and Asian star, Liao Fanin a version created for the Asian market.

Unveiled by this campaign, The Venture is a platform where social entrepreneurs can submit their business ideas and potentially win investment from the fund, as well as a chance to receive support, mentoring and global exposure through short documentaries also created by Havas Worldwide London. Up to 20 entrants will also win a trip to Silicon Valley for a chance to win a share of the money.

Speaking of the campaign, executive creative director of Havas Worldwide London, Mark Fairbanks 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.”

The campaign which is the latest instalment of the brand’s long-running “Live with chivalry” positioning will air in several regions, including the UK, US, China, South Africa, Mexico and Brazil.


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