Crown Royal | Black Royalty
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Challenge
Crown Royal came to us with the goal of fostering connection with Black men in the US by showcasing stories of “Black Royalty.” For this iteration they wanted to represent successful people who actively give back to their communities, and embody the idea of “Living Generously.”
Approach
We assembled nine Black filmmakers from across North America and challenged them to find stories that celebrated real people who personified “Black Royalty” and “Living Generously.” Each video created needed to feel authentic and deeply culturally relevant to each market, while still maintaining the larger brand tone as a through-line.
Results
Five short films developed across three North American markets completed in 10 weeks
+15% brand penetration with Black consumers
