To Cheer up for Growth of Everyone
The global whisky icon Chivas, which belongs to Pernod Ricard Korea, a global wine and spirits company, announced on Aug. 23 a new campaign with the most spotlighted 10 artists in local hip-hop scene to promote growth together under its brand campaign of I RISE WE RISE.
The 10 hip-hop artists, regarded as the icons of success, are Simon Dominic, Woo Won-jae, Coogie, The Quiett, Paloalto, Ash-B, TOIL, Giriboy, JUSTHIS, and Kid Milli.
In the pictorial campaign aligning with I RISE WE RISE campaign of Chivas, launched with a brand ambassador Lisa in March, the 10 rappers who promote growth together were divided into three crews. The three crews visited three iconic music bars ('Check, Please!', 'Kompakt Record Bar' and 'Damn Good Seoul') in Seoul, a shrine for hipsters. The three crews had photoshoots, enjoying music with Chivas in various ways at a bar that suits their individuality and taste.
In Check, Please!, a trendy music bar in Sinsa-dong, Simon Dominic, Woo Won-jae and Coogie had a photoshoot. The three artists, wearing chic all-black outfits and colorful accessories, showed that they are enjoying ‘CHIVAS 12' as well as 'CHIVAS 15'. Their cheerful mood and expressions caught the eye.
The photoshoot for The Quiett, Paloalto, Ash-B, and TOIL was conducted in a friendly mood at Damn Good Seoul located near Samgakji station. In the pictorial, they are holding a cool CHIVAS 12 highball along with the music flowing from the turntable and are having a pleasant atmosphere.
Giriboy, JUSTHIS, and Kid Milli, called hipsters of hipsters, gathered for a photo shoot at the Kompakt Record Bar in Sinsa-dong, which has an impressive modern atmosphere. In the pictorial, Giriboy wearing a red jacket with a strong leopard pattern is enjoying from 'CHIVAS 12' to 'CHIVAS 15' with JUSTHIS and Kid Milli.
In addition to the pictorial, Chivas also released a short interview video with The Quiett, Paloalto, Ash-B, and TOIL. Through the video, they tell their stories of how they grew up and succeeded together in the common theme of music. In the video, Paloalto said, “The joy of growing together is a source that makes me constantly challenge new things,” and emphasized that the real meaning of growth is not the growth of individuals, but the growth of all as one.
Meanwhile, in March, Chivas selected Lisa as their global ambassador and released the I RISE WE RISE campaign, drawing great attention from the public. As an ambassador, Lisa, part of the new generation of global stars who stand out in various fields beyond music and fashion, makes her the perfect person to deliver the message of Chivas, the representative whisky icon of street culture. The ‘Chivas Regal x LISA: I Rise, We Rise’ campaign video with Lisa expressed the journey of unstoppable movement toward endless growth with her voice.