Crown Royal has always stood as a symbol of generosity, first crafted as a gift for royalty. Today, Crown Royal is an icon of status encouraging its consumers to ‘Live Generously and Life Will Treat You Royally’. More pointedly Crown Royal believes that status today is not what you have. It’s what you give. The people who live this way are today’s true royalty. The African American community embraces this mindset completely. As such, they’ve also embraced the brand along with its aspirational cues, smooth liquid and especially the iconic purple bag.
Given our historical success with increasing brand penetration with the African American audience by 15% with our 2018 campaign where we profiled community members from New Orleans, we wanted to continue to deepen the bond and drive connection with this community by expanding to more key markets.
We assembled a team of African American filmmakers and asked them to make films celebrating members of ‘Black Royalty.’ As this campaign launched during Black History Month (a moment that both celebrates Black heritage but also encourages conversation about diversity and inclusion) kicking off with films that positively resonated with the audience was critical to successfully launch Crown Royal’s new #BlackRoyalty campaign.
We received multiple stories from 6 filmmakers and green lit 2 filmmakers in Crown Royal’s key markets- Detroit and Oakland- to be told in short-form formats.
Brief to commissioning was completed within 4 weeks.