The ‘Venture’ campaign sees the “12 Years a Slave” star joined by Star Wars actor Oscar Isaac in trumpeting an international fund that awards a $1m to the most innovative social enterprises. It will bankroll up to 20 submitted concepts while also giving them global exposure and access to mentors.
Additionally, the winning candidates will be whisked away on a weeklong trip to Silicon Valley, California.
Trailers featuring either Ejiofor or Isaac use social initiatives from Brazil, Mexico, China, South Africa and the US to inspire potential candidates.
Five mini-documentaries have also been produced, exploring how the entrepreneurs from the trailer realised their own concepts. Initiatives include how a low cost housing project helped house poor people in Africa and a sustainable coffee business formed in partnership with local farmers in Mexico.
The campaign ties back to the brand’s “Chivalry” positioning, where it looked to win over drinkers who see themselves as “modern knights” that want to make a difference. The approach inspired a competition last year that funded candidates looking to get potential businesses up and running.
Richard Black, global brand director for Chivas Regal, says: “We know that the desire to make a difference in the lives of others through one’s work is real and meaningful to a new generation who believe business can be a force for good. This is a belief we share and championing social entrepreneurship is an opportunity for us not only to demonstrate what it truly means to live with chivalry, but also to make an important contribution to this movement.”
Separately, fellow Pernod Ricard brand Ballantine’s has launched the latest online video (see above) in its “Stay True Stories” series. The effort captures the performance of a human orchestra that has been put together by house DJ Black Coffee. The South African musician will appear in a print, outdoor and social media activity for the brand over the next nine months.