chivas 12
chicken shop core
chivas luxury meets chickenshop culture
fast-food-fast-status
inspired by a luxury-fast-food-clash
#chickenshopcore was a take-away theme with a global lux twist
food pairings from major continents were represented for global evergreen assets
conviviality from counter to culture
the breakdown
overview
Chivas 12 required a globally scalable content concept rooted in its Impress moment territory, bonding, day ones, and crew culture, while showcasing the brand’s unapologetic glamour.
The objective was to create striking, ownable social assets that translated across markets including the UK, US, Mexico, Brazil, Japan, India, China, and Nigeria, without feeling regionally narrow.
The solution needed to feel culturally fluent, contemporary, and confident enough to play with status without alienating the audience.
execution
Inspired by the cultural resonance of Chicken Shop Date, we developed Chicken Shop Flex, a hi/low fashion-meets-food content concept.
Instead of building an artificial blacked-out set, we chose an authentic low-fi fast food environment and elevated it through styling, props, and product presence.
The creative tension sat in the clash:
Gold leaf glazed chicken wings
Bejewelled takeout cups
Martini-glass shaped cardboard vessels
Crystalised props and chains
Chivas Highballs featured in every frame
The food was culturally curated to reflect multiple global markets, ensuring relevance beyond a single territory. Posters in different languages and subtle environmental cues allowed the set to feel globally adaptable while remaining contextually grounded. Chicken shop_PT
Talent was shot tight-frame, hands, jewellery, bites, sips, multiple bodies in-frame to signal crew energy without relying on recognisable faces. The focus stayed on the extravagant food and product, reinforcing Chivas 12 as the bottle you bring to elevate everyday bonding moments.
Deliverables included 4 to 5 food occasions, short-form social films across 1:1, 4x5, and 9:16 formats for perpetual global use.
outcome
Chicken Shop Core reframed Chivas 12 as both aspirational and accessible.
By embracing ostentatiousness in a tongue-in-cheek way, the campaign made luxury feel playful rather than exclusionary. The hi/low clash amplified Chivas’ “Success is a Blend” philosophy visually, proving that glamour does not need a velvet rope to land.
The concept delivered a globally adaptable content system, rich in product presence, culturally aware, and built for feed environments where contrast drives attention.