What Royalty Tastes Like
Crown Royal
In a competitive spirits market, Crown Royal was getting lost on the shelf.
To incite desire for our whisky and boost sales, we paid homage to what we call Crown Country - the diverse community of Crown drinkers who embody the very characteristics of the drink itself - smooth, bold, generous spirits who redefine what it means to live royally.
“Smooth”
Smooth and bold, for the bold and smooth.
A mesmerising metaphor of Crown Royal’s drink and drinker, through the lens of an iconic and pulsating Detroit roller rink community.
“Invitation”
It’s the thing you bring to bring your people together.
Because Crown Royal is the spirit of generosity. And everyone has a seat at the table.
“Royal Everyday”
It’s a moment of magic in the mundane.
A royal reward for everyone and every occasion.
Because living royally isn’t about fame or riches, but enjoying the richness of the everyday.
Creative Director: Dan Shapiro
Art Director: Amelia Lytle
Directors: Jake Schreier and J.M. Harper