Pernod Ricard’s whisky brand, Chivas, and creative agency Impero have joined forces to introduce an activation campaign, unveiling the limited edition festive pack of Chivas XV in honor of Diwali.
The collaboration has birthed a Diwali-themed platform named ‘Light up the Night,’ revolving around the essence of family gatherings, gift-giving, and jubilation. With this vision in mind, Impero was entrusted with the mission of positioning Chivas XV as the ideal gift for travelers seeking to illuminate the night for their loved ones upon reunion.
To inaugurate the Diwali limited edition pack and position Chivas XV at the heart of the celebration, Impero devised an exclusive experience for Global Travel Retail (GTR). This includes an in-store brand encounter, a selfie zone photobooth, and a personalized Augmented Reality (AR) lens experience for use at home.
The AR encounter empowers travelers to share a distinctive Diwali gift that illuminates the night in multiple dimensions: a splendid Chivas XV gift, a personalized fireworks message, and a shareable moment to cherish – all activated by the package design.
This comprehensive campaign is set to unfold across Global Travel Retail (digital Out-of-Home, social media, L3F) in the regions of Europe, the Middle East, Africa, South East Asia, and India. The initiative is scheduled to run from Diwali through the end of the year.
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)