Winner Of Campaign Will Attend Cannes Film Festival
Partnering with the Cannes Film Festival for the fourth year running, whisky maker Chivas Regal recently launched its second annual Modern Gentleman campaign in Hong Kong. Running through March 5th, individuals can nominate themselves or others for the title of Modern Gentleman 2012 through the event website, sharing a 100 word description and a video link to be voted on by a panel of five local Hong Kong celebrity judges.
The campaign looks for five characters “that should be possessed by every Modern Gentleman”: Gallantry, Intellectualism, Passion, Freedom and Audacity. But candidates are encouraged to put their own spin on each quality in their submissions and videos. As one of candidates, Charlie Chan, said in his video, “Love life and love the people around you. That’s what a Modern Gentlemen is for.”
As in last year’s inaugural contest, the campaign is made up of two stages. In the first stage, all participants will be voted on publicly through “likes” on the event’s Facebook page.
By March 12, the top ten candidates as voted on in the first stage will be eligible to join the second phase, and each will be awarded a bottle of Chivas Regal 25 Year whisky. Following a panel of interviews by the official judges, five participants will be short-listed. Evaluations of the top five candidates will take the form of a three-round challenge, running from mid-March to the middle of April. Voted on both by the public and the official campaign judges, the grand prize winner will join a group of celebrity mystery guests on a round-trip getaway to the Cannes Film Festival in May.
At Cannes, the grand prize winner will be styled by a professional stylist for his big turn on the red carpet. But Chivas won’t forget to reward the person who nominated this year’s Modern Gentleman — he’ll receive a set of two round-trip tickets from Hong Kong to Tokyo.