More than a Number

To launch its first 16-year-old expression, Chivas Regal partnered with Charles Leclerc as a true co-creator, developing both a signature blend and SE!ZE, a bespoke board game inspired by his number 16, his race number and birth date.

Beyond the cinematic hero film, the campaign extended its world through ongoing activations, bringing SE!ZE to life across storytelling, craft and culture.

Moving beyond traditional sponsorship, the game became a new ritual, engaging fans through play, strategy and shared experience, forming an enduring platform rooted in culture and modern mastery.