ABOUT

Chivas Regal needed to attract a younger audience and generate global conversation around their new ambassador, Charles Leclerc. The challenge: strict regulations prevented any association with his F1 career.

Instead, we uncovered Charles’ lesser-known passion for music with a campaign celebrating creativity, mastery and individuality. Drawing a powerful parallel between the notes on a piano and the tasting notes of Chivas, we told a story of craft and expression, positioning both whisky and Charles as symbols of dedication and unique experience, resonating with a new generation of tastemakers