Crown Royal wanted to take a more abstract approach to their brand to give it more of an upscale feel. In order to make the campaign relevant globally, we likened our concept to high fashion; equal parts fantasy and emotion, these spots encourage Crown Royal drinkers to be uncompromising in their choices.
I was initially involved in the conceptual phase of this campaign, but the absolute bulk of the credit goes to the following team. Art Director: Jia Chen Copywriter: Morgan Doff