Problem
Bringing an innovative new product, a clear whiskey spirit called Crystalgold, to a market that loves tradition.
Strategy
It takes a grandmaster to change the game.
Idea
Charles LeClerc, global ambassador for Chivas Regal, is a master of the racetrack. He always thinks two steps ahead. He also loves chess. Inspired by these two elements, we created a night of grandmastery to promote the launch of Chivas’ game-changing creation.
The Crystalgold Launch
We brought the iconic Regal Bar to the “Wonder Room” of the Singapore Edition Hotel, transforming the space into an opulent den of mastery for a lavish party.
Influencer attendees and members of the press were treated to michelin star cuisine and sounds crafted by expert DJs. Real Chess grandmasters were stationed at gold chess boards, taking on all challengers, including one special guest.
At the climax of the evening, The bar transformed and Charles LeClerc arrived to reveal the real game-changer to the crowd. Crystalgold.
Produced at Momentum Worldwide
In partnership with Golin
