Chivas Regal aimed to connect with the HUSTLE generation and become the most talked about contemporary luxury brand in spirits. To accomplish this, we developed a global creative platform around the campaign concept I RISE WE RISE that included a set of creative assets and guidelines based on artists' endorsement to be applied by markets. The challenge was to move Chivas Regal away from the old and conventional whisky codes by clashing the traditional with the modern through the casting of talents as well as through the bold and high-energy campaign visual system developed. Therefore, we achieved to update and refresh the brand, positioning it within the current cultural conversation. The Asian market was the first to bring the I RISE WE RISE campaign to life, choosing as its new ambassador the K-pop superstar Lisa Manoban - Blackpink member - being this a major move for a blended Scotch whisky. The partnership with Lisa was a smashing hit not only for her massive popularity but also because she embodies the self-made and generous spirit of success that the brand believes in.