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. The campaign is the latest instalment of the brand’s long-running ‘Live With Chivalry’ campaign.
Aspiring social entrepreneurs can apply to The Venture by submitting their business ideas at 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 TheVenture.com site.
Up to twenty of the most promising entrants to The Venture from around the world will be invited to an entrepreneur’s training camp in Silicon Valley, California, where they will meet leading tech companies, be mentored by experts, and have a chance to win a share of the $1 million in funding to take their Social Enterprise to the next level.
They will also be showcased on TheVenture.com where, from May 2015, the public will be able to support their favourite ideas through voting and crowdfunding.
Richard Black, Global Brand Director, Chivas Regal, said: “We have always valued entrepreneurship, and generosity is at the heart of Chivas, so supporting those who use their success to create value for others feels like a natural fit. We are committing significant resources through The Venture to find and support the most inspiring social entrepreneurs around the world, and hope that each of those businesses will inspire other entrepreneurs to use business as a force for good, creating a growing movement with real momentum behind it.”