Chivas Regal has created a new eye-catching light box advertising display featuring the latest execution of its iconic «Live With Chivalry» advertising campaign. The new «Shadows» execution was unveiled this summer at Dubai International Airport and will be present until October 2010 alongside the walkway between arrivals and departures of the airport’s terminal 1 and in terminal 3.

The «Live With Chivalry» advertising campaign was introduced in November 2008 with the aim of endorsing the values of modern chivalry by inspiring people to live a more fulfilled life; with honour, loyalty and gallantry. Since its launch, Chivas Regal’s new philosophy has struck a chord across the globe, and is now visible in more than 60 countries.

The latest instalment of the campaign, «Shadows», further explains the chivalry concept by juxtaposing images of modern-day knights with their more medieval chivalrous shadows. Sophie Gallois, global brand director for Chivas Regal explains, “It is the combination of really contemporary, urban scenes with chivalrous, bold and brave shadows that gives the ‘Shadows’ campaign its timeless appeal. The visuals are premium and sophisticated, but they also have a deeper meaning”.