Chivas Regal: The Chivas Life

Is Chivas Regal, which calls itself "the world's first luxury brand," too upscale for cheesecake? Well, clearly not. The new Sports Illustrated Swimsuit Issue boasts a back cover, from New York brand consultancy Brand Arc

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Is Chivas Regal, which calls itself "the world's first luxury brand," too upscale for cheesecake? Well, clearly not. The new Sports Illustrated Swimsuit Issue boasts a back cover, from New York brand consultancy Brand Architecture International, featuring (hold onto your passport) Brazilian model Cinthia Pires photographed near Cabo San Lucas, Mexico, by noted Australian fashion/celeb shooter Daniela Federici, www.danielafederici.com. Nice bling touch with the 60-foot yacht, no? At any rate, as Chivas U.S. brand director Craig Johnson points out, the object here, needless to say, is simply to give readers more of a good thing. "We wanted to create an image so that no matter which cover you see
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About

Credits
Date
Feb 07, 2006
Client:
Chivas Regal
Executive Creative Director:
Marty Weiss
Chief Strategist:
Adam Stagliano
Senior Copywriter:
Craig Damrauer
Senior Art Director:
Young Seo
Art Producer:
Jill Epstein
Photographer:
Daniela Federici
Agency:
Brand Architecture International
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