ITB has worked with Chivas Regal and Havas Worldwide for the past couple of years across their masterbrand campaigns and their new initiative The Venture.
The Venture is a competition with a $1 million prize to help fund new sustainable businesses, to help drive a new generation of social entrepreneurs whose business endeavours will help shift and give back to society.
As an initial call to action, ITB were tasked with engaging three leading actors to drive brand and message awareness in the masterbrand campaign.
For the first season, ITB cast and secured Golden Globe winning Oscar Isaac, BAFTA award winning Chiwetel Ejiofor and Berlin & Asian Film award winning Liao Fan, all to take part in a TV and print campaign in separate markets around the globe. They were joined by five established social entrepreneurs whom ITB also cast for the campaign to tell their own stories and inspire new entrants to the competition.
Most recently, ITB cast and secured Javier Bardem, Don Cheadle and Chris Evans for the campaign.
The culmination of year one of the masterbrand campaign was The Venture final held in San Francisco. ITB engaged James Corden to host the event, which was attended by Oscar Isaac, as well as engaged Entourage star Adrian Grenier to be one of 4 judges for the competition. ITB also booked Aloe Blacc as the live performer for the event to get the party under way afterwards.
For the second season, ITB engaged Trevor Noah to host the event, and Eva Longoria as one of the judges.
ITB continues to work with Chivas Regal and Havas Worldwide as the campaign grows and develops, and provides strategic entertainment support for Venture related events such as a business related event at the Natural History Museum in London where Lily Cole was engaged to debate around the power of social enterprise and the impact of it on the world.