The agency won a four-way pitch shoot-out for the year-long project brief around its ‘Here’s to Real Friends’ campaign.
The Pernod Ricard-owned company's campaign involves two films focusing on male friendship and is aimed at the 27- to 40-year-old market, with John Doe brought in to promote the content widely across the globe.
The films are made by Academy Award-winning short filmmaker Joachim Back and have so far been launched in Asia, South America, Europe and the US.
The agency will focus on promoting the films’ soundtracks, which are to be released for download and will include a charity donation for every single sold.
It will also draw on the messaging of the films to create a guide to toasting around the world.
John Doe director Peter Chipchase will lead the work, reporting to Caroline Begley, global senior brand marketing manager at Chivas Regal.
He explained: ‘We’re in the process of creating mini campaigns that explore different parts of the films, and the illustrative guide is created for upwardly mobile gents. It’s about exploring what it means to be a modern man.’
The films are the latest instalment of Chivas Regal’s ‘Live with Chivalry’ campaign, which launched in 2008.
Work will also include a cultural study around male friendship later this year.