Chivas Regal
Redefining modern mastery through collaboration and culture
SE!ZE
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.
Moving beyond traditional sponsorship, the campaign used the game to create a new ritual, inviting fans to engage with the whisky through play, strategy and shared experience.
