Chivas Regal, a luxury Scotch whisky brand who’s been an Official Partner of the Festival de Cannes for the third year, has announced its new collaboration with an international non-profit FilmAid organization.

The celebration of the new partnership took place on May 13, in Chivas House, on the Croisette in Cannes in the beginning of the Festival de Cannes. The event was attended by Caroline Baron who is a FilmAid Founder, Iliane Ogilvie Thompson (FilmAid President) and a long-time supporter of FilmAid and President of the Jury of this year’s Festival de Cannes, Robert De Niro.

To mark the first step of the partnership, Chivas Regal has donated $100,000 to FilmAid, the organization that strives to educate and entertain communities that suffered from wars, henocydes and social unrest through the power of cinematography.  With this generous gift, Chivas Regal once again established itself as a brand with deep respect for the art of motion pictures.

As the second step of the collaboration, Chivas Regal has commissioned Magnum Photos to create an exhibit of photographs showcasing the work of FilmAid. Some of the photos are currently on display at Chivas house.

James Slack, Brand Director of Chivas Regal, said, «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 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.»