Despite being an iconic brand in the African American community, Crown Royal hadn’t spoken to young black men as frequently as other competitive brands. With authenticity paramount, Crown Royal wanted to tap into MOFILM’s African American community in order to identify genuine human stories that demonstrated the brand’s belief in the power of generosity.
We assembled and collaborated with a team of African American directors from across the US and asked them to show us what exceptional generosity looked like in their own communities.
Brand penetration increased by 15% amongst African American audience post-campaign brand
Local insights from the people in the communities we needed to reach
Brief to commissioning within 3 weeks