May 16, 2011 at 02:15 PM
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Chivas Mixes Film & Philanthropy With Newest Partnership

Chivas Regal, the world's original luxury Scotch whisky and an Official Partner of this week's 64th annual Cannes Film Festival, is using the festivities to launch a new global brand partnership with FilmAid International, an organization that uses film screenings to bring critical life-saving information to people suffering the effects of war, poverty and displacement or disaster. An initial donation of $100,000 was made by Chivas Regal to support FilmAid projects around the world.

"The partnership aligns well with values that Chivas Regal is passionate about: brotherhood, generosity, integrity and a social awareness for the world in which we live," James Slack, Brand Director of Chivas Regal, said. "The partnership with FilmAid provides our customers with a tangible proof-point of these values while reinforcing our commitment to film and cinema, whether it be here in Cannes or among some of the most needy communities in the world."

"We at FilmAid International are delighted by our new partnership with Chivas Regal," Liz Manne, Executive Director of FilmAid, commented. "Their dedication to cinema makes them the perfect partner for FilmAid, which brings cinema to those most in need of the inspiration and education that film can provide. We look forward to developing this partnership with Chivas in the future."

To mark the launch, Chivas Regal commissioned Magnum Photos to create an exhibition showcasing the work of FilmAid, a selection of which is on display in Chivas House, on the Croisette in Cannes. Chivas Regal is now in its third year as official supplier of the Festival de Cannes.