Crowd-sourcing for the film crew and production talents has already begun.
Facebook will be the main media platform for the project, which is led by the agency Geometry (formerly OgilvyAction) and supported by OgilvyPR, Brand Rapport and Mindshare.
The agency held a media event and party to announce this new project last Friday at the W Hotel. A spokesperson for OgilvyPR told Campaign Asia-Pacific that they are recruiting anyone who's not currently a professional in the film industry, but has a passion for films and is willing to share his or her skill, be it make-up or anything else relating to film production. Recruitment has begun on its Facebook page, which the brand has 4851 fans in Hong Kong. The brand’s target customers are 28 to 45-year-old ‘modern gentlemen’.
The micromovie, entitled 'Dream City', will debut on facebook in December. The spokesperson could not disclose which celebrities will be involved in this micromovie, but the plot is about how modern gentlemen pursue their dreams in Hong Kong.
Chivas has a close connection with the film industry and as the official scotch and whisky sponsor at the Cannes Film Festival, it supports the less fortunate with a charity called Film Aid.
This campaign hopes to have a local slant and aims to discover new talents, the spokesperson said, adding that Mak (pictured below), who's the co-writer of the fims such as Love in the buff, despite being a woman, has the flair and charisma of a “modern gentleman” and could also inject a feminine touch to the brand.