Pernod Ricard was looking for a new angle to diffentiate its luxury whisky brand Chivas Regal in a highly competitive global drinks market.
Built around the idea that true success and enjoyment come from a living a life of purpose, challenging the often materailistic and indiviual themes usually present in luxury brand advertising.
Not only was the campaign hugely successful accross the world – 2.5 million bottles sold worldwide – but "Live With Chivalry" became a call to arms for indiviuals to take back what maculinity means in a often self indulgent, selfish world. It also engaged a younger male demographic as opposed to the traditional older whisky drinker.
And so, a movement began. It continues today.
Director: Johan Renck | Producer: RSA
Client: Pernod Ricard | Agency: Havas/EuroRSCG
Client: Pernod Ricard | Agency: Havas/EuroRSCG
