Chivas Regal

Light up the Night

Agency: Impero


Pernod Ricard owned whisky brand, Chivas and creative agency Impero have partnered to create an activation campaign to launch Chivas XV’s limited edition festive pack in celebration of Diwali.

Chivas has created a Diwali themed platform, ‘Light up the Night’, centred around family gathering, gifting and celebration. Taking inspiration from this theme, Impero was tasked with positioning Chivas XV as the perfect gift for travellers looking to treat and light up the night for loved ones once reunited.

To launch the Diwali limited edition pack, and place Chivas XV front and centre of the celebration, Impero created a unique experience for Global Travel Retail (GTR) which consists of an in-store brand experience, a selfie zone photobooth, and an at-home personalised AR lens experience.

The AR experience allows travellers to share a personal gift for Diwali that lights up the night in more ways than one: a great gift of Chivas XV, a personalised fireworks message and a shareable moment to remember, all triggered by the package design.

The campaign goes live across GTR (digital OOH, social, L3F), in EMEA, South East Asia, Gulf and India. The work will run from Diwali to the end of the year.

This professional campaign titled 'Light up the Night' was published in India and United Arab Emirates in November, 2023. It was created for the brand: Chivas Regal, by ad agency: Impero. This OOH Outdoor medium campaign is related to the Alcoholic Drinks industry and contains 5 media assets. It was submitted 4 months ago.


Creative Director: Mike Tran
Creative Team: Mike Tran and Zara Bennett
Designer: Precious Salazar and Paolo Ciccarelli
Business Director: Alex Palmer
Senior Account Manager: Shannon Farmer and Hattie Matthews
Strategy Director: Kelly Badal
Senior Project Manager/ Producer: Dot Graham
Production: (AR lens) ISD Group (Ukraine)


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