Chivas Regal Launches Campaign for FilmAid
Chivas Regal, the original luxury whisky and official sponsor of the 65th Festival De Cannes, reaffirmed its commitment to its global brand partner FilmAid International, after announcing plans for a new global fundraising programme.
To mark the first year anniversary of the Chivas Regal FilmAid partnership, Chivas unveiled a new short film documenting the work of FilmAid focusing on a FilmAid project at the Kakuma Refugee Camp in Kenya.
FilmAid is a non-profit organization that uses the power of film and media to transcend language and literacy, bringing life-saving information, psychological relief and much-needed hope to refugees and other communities in need.
The announcement was made Thursday at an event in the Chivas House on the Croisette and is part of Chivas Regal’s renewed ambition to raise awareness of FilmAid’s work whilst at the same time continuing to provide financial support for projects in East Africa to Asia and Haiti.
Oscar winning actor and FilmAid supporter, Cuba Gooding Jr., joined FilmAid UK Chair Iliane Ogilvie Thompson and Chivas Regal brand director, James Slack on stage for an exclusive screening of the new short film commissioned by Chivas.
In addition, to help bring the partnership to life in Cannes, the film was supported by an exhibition of images captured during filming by distinguished Magnum Photos photographer, Olivia Arthur.
Since the launch of the partnership, Chivas Regal has pledged over US$250,000 investment to support FilmAid projects around the world. The funds raised have assisted with the operational costs of these projects, in particular areas such as film workshops, outdoor evening screenings and community based film production.
This year, the partnership continues with greater global ambition to raise awareness for FilmAid. Plans are already underway for a second Chivas Legend’s fundraising dinner in Dubai, as well as an increased presence at future events and film festivals providing more opportunities to promote the partnership and raise much needed funds.