Chivas 18 will air its crowd-sourced micro movie Dream City on 22 December.
The Hong Kong film crew, lead by film director Heiward Mak, has picked three applicants Brain Fu, Jeff Yu and Tim Poon to take part in the creative process. Chivas 18 used Facebook to find participants.
Starring local singer-songwriter Wallis Cho, actress Venus Wong, and actors Yat Ho Wong, Yiu Sing Lam and Kaman Kong, the short film tells sentimental stories of how local modern gentlemen pursue their dreams.
http://www.youtube.com/watch?v=vyMpkKxEMQE&feature=youtu.be
(Gallery available on web)
From 22 December to the beginning of January, the short film will be available on a number of channels including now TV now100, now102, now Baugo, Fox Movies Premium and Star Chinese Movies, as well as the brand’s YouTube channel and Facebook page.
It will also air at the Chivas exhibition at Hong Kong MTR station from 20 December to 2 January.
Incorporating television, social media, OOH as well as a series of consumer event, the campaign is jointly driven by Geometry Global, Ogilvy Public Relations and Social@Ogilvy.
Event production is managed by Brand Rapport with Mindshare has been handling media buy.
"In addition to producing a stunning short film, we hope that our work with Heiward and her crew over the past few months to create Dream City, as well as the establishment of the “Hong Kong Crew”, has brought to life Chivas' firm belief that the journey to fulfill dreams actually comes through real collaboration, chivalry and brotherhood” said Patrick Fong, Chivas brand manager, Pernod Ricard.
Pernod Ricard Hong Kong marketing director Kaori Shirota previously told Marketing that many attributes in the film world align closely with Chivas brand values.
“The link between Chivas and films adds substance to the initiative, which will create resonate with our audience to create a lasting impression."
"We see this campaign as a natural extension of our philosophy," she added.