11月15日晚，保乐力加旗下苏格兰威士忌品牌芝华士，于上海创意新地标“1933”，隆重举行了“芝华士骑士风范全球首发庆典”。

由于当晚只能请人带我进场，所以早早地赶到现场，发现众多Fans在红地毯旁翘首以待，才想到芝华士一贯以明星压阵的作法。入场时候听说有张智霖，估计届时只是高歌几首而已，不过待到谜底揭晓，才感受到芝华士真正的大牌风范，为千名来宾奉献了一场45分钟，众星云集的大型音乐剧“骑士星光”，该剧作由著名编曲人Dick Lee量身打造。首演盛典更是特邀张智霖、蔡卓妍、林志颖及刘雅丽倾情主演，以朋友间的手足情深，诠释别样的芝华士“骑士风范”。你现在阅读的文章来自品牌几何网站。

现场绚丽的品牌布置结合了前沿新颖的多媒体互动环节设置，加上吴大维卖力的主持，众多明星的举杯庆贺，还有法国11人乐队“Beat Assailant”以突破传统，融合HIP-HOP & JAZZ HOUSE的新世代乐风，释放出每位来宾心中的“骑士风范”：
——
“茫茫人海中，每个人都为了自己而四处奔波，
难道，这就是我们唯一的前进方向么？
不！
让我们为荣耀干杯！
为绅士风度得以长久流传，为心怀他人并乐于伸出援手，为恪守承诺干杯！
为我们中的勇士，为真正懂得何为人生财富，
为共同拥有这种行为方式在世俗中脱颖而出干杯！
为我们干杯！
芝华士，活出骑士风范。”
 
伴随着Norah Jones天籁般的歌声，之前的“This is Chivas Life/这就是芝华士人生”宣传战役一直持续了5年。但是这个世界以及芝华士面对的市场发生了变化、奢侈品的创新行销层出不穷、Johnnie Walker的“Keep Walking”和“朋友给我鼓舞，我朝梦想迈进”系列短剧也令人印象深刻。

芝华士必须与时俱进，更新或者创造一个全新Brand Platform，为此芝华士更换了全球广告代理商。随着全球陷入金融危机，个人主义和物质主义所宣扬的价值观被人们所抛弃，以信念为盾，积极成就跃进，完美彰现荣耀、绅士风度、勇气与手足情义，领悟时间和友谊才是生命中最珍贵的财富。Aspire not just to have more but to be more——这就是骑士风范！

文章来源：http://www.brandrecital.com/logs/31451890.html

更多详情可参阅：www.chivas.com.cn

芝华士兄弟公司官方新闻稿：

A new global campaign for Chivas Regal titled Live with Chivalry was launched. The campaign aims to revive the values of chivalry by encouraging us to live life with honour, loyalty and gallantry. In an age of individualism and materialism, the most prestigious luxury whisky brand Chivas Regal, invites us all to live a more fulfilled life.

New independent research published to coincide with the launch of Live with Chivalry indicates this campaign is well timed. Global concern regarding the erosion of values is high and the overwhelming feedback is that friendship, loyalty, honour and intelligence are prized within societies around the world. 

71% of people in this global survey agree with Chivas Regal, believing they would have a far better quality of life if people around them chose to live by these values.

The survey was conducted by BrainJuicer in August 2008, one of the world’s leading research companies, and the illuminating results confirm that the values of chivalry are hugely relevant to the way people live today and are something that they would like to see more of, from themselves and others. 

The results were drawn from 3,000 people in 17 countries across four continents. 95% of all men and women surveyed said they found chivalrous qualities attractive in the opposite sex. The majority of respondents cited “helping others” as their last chivalrous deed. The predominant number of male respondents ranked intelligence, confidence and honour as traits that most represent their sense of masculinity today.
 

Personalities and opinion leaders also share these view points. Dylan Jones, Editor of GQ Magazine & of ‘Rules for the Modern Man” explains: “Behaving in a chivalrous fashion today is a signifier that you have a greater level of intelligence”.

Live with Chivalry is therefore stronger than simply an act. It is about staying true to your word and leading by example, standing up for what you believe in matter what. Will Hersey, Associate Editor Esquire, describes: “The next men trend is to be better informed, to be more interesting in conversation as much as anything”.

Chivas Regal Brand Director Sophie Gallois says: “This was a fascinating survey for us to carry out. The results showed some really interesting contrasts in attitudes to chivalry between the different countries. Despite these variations, the message was overwhelmingly that people around the world wish to see those they know and those in the public eye acting with the values of chivalry. 

Chivas Regal celebrates an eternal masculine ideal of substance, class and sophistication. The survey revealed that Chivas Regal’s point of view on life is shared by many opinion leaders and target consumers around the world. It is a powerful message for today’s world. 
Sophie Gallois continues: “Live with Chivalry is the start of a real movement, but it fits perfectly with the brand’s noble heritage”.
 
This global communications platform marks an important stage for the Chivas Regal brand, building on the successful “This is the Chivas Life” launched in 2003. Created by EURO RSCG, the new international marketing campaign comprises a TVC with 30 and 60 second executions, eight individual print creatives and out of home executions.
 
Live with Chivalry is part of an impressive 50 Million Euro global advertising campaign. This is supported by a global 360° marketing-mix investment which includes a significant digital presence, a new brand identity, on and off trade and Duty Free activity, experiential brand events and PR campaigns. Live with Chivalry will now be rolling out in Chivas Regal key markets such as China, Greece and Mexico. This movement is bound to affect consumers across the world.

*About Chivas Regal
Chivas Regal is the flagship Scotch whisky brand of Chivas Brothers.
Chivas Regal is a truly global brand, selling 4.5 million 9L cases annually in over 200 countries (more than a bottle sold every second) – its highest ever volume sales. 
Chivas Regal has achieved a strong global performance – No 1 in Europe and Asia, with dynamic growth in Eastern Europe, South America, and most emerging markets.
The Chivas Regal range is the epitome of style, substance and exclusivity and includes Chivas Regal 12, 18 and 25 Year Old.
Will Hersey Associate Editor Esquire, quoted in The Future Laboratory’s May 2008 ‘Menaissance’ report. Dylan Jones, editor of GQ and author of Mr Jones’ Rules for the Modern Man quoted in The Future Laboratory’s ‘Live with Chivalry’ Trend Report
*About BrainJuicer
BrainJuicer is a leading international online agency conducting innovative, award winning qualitative & quantitative research for inspiring marketing. The global lifestyle survey was carried out by 3,000 people in 17 countries across four continents in August 2008.