Chivas Regal and FilmAid International Launch Global Brand Partnership in Cannes

CANNES, France, May 16, 2011 /PRNewswire/ -- Chivas Regal, the world's original luxury Scotch whisky and Official Partner of the Festival de Cannes, has announced a new global brand partnership with the charity FilmAid International.

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The official launch celebration of the partnership took place in Chivas House, on the Croisette in Cannes, on Friday 13th May and was attended by FilmAid Founder Caroline Baron, FilmAid President Iliane Ogilvie Thompson and long-time supporter of FilmAid and President of the Jury of this year's Festival de Cannes, Robert De Niro.

The partnership will see Chivas Regal and FilmAid working together to help, educate and inspire communities in need through the power of film. An initial donation of USD100,000 was made by Chivas Regal to support FilmAid projects across the world.

FilmAid International is a humanitarian organisation that harnesses the power of film to educate and bring hope to refugees and other communities in need around the globe.

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.

James Slack, Brand Director of Chivas Regal, says, "The work of FilmAid is truly inspirational and we are delighted to support the amazing work they do 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. The partnership with FilmAid reinforces our commitment to film and cinema."

Liz Manne, Executive Director of FilmAid, says, "We at FilmAid International are delighted by our new partnership with Chivas Regal. 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."

Notes to Editors

- Chivas Regal commissioned Magnum Photos photographer, Dominic Nahr, to shoot on location at a FilmAid project in Kenya.