Our challenge was to establish Crown Royal's new brand positioning around Generosity.
To live generously is to approach each day with a sense of gratitude and duty. Representing where you're from and treating everyone you meet with dignity and respect. It's having pride in everything you do. It's a code. A way of being that pays back the people that follow it with respect and a good life.
We created five films which define generous acts and portray generosity in its every guise: to Greet, Listen, Welcome, Age and Tailgate generously.
Here’s some of what went down behind the scenes at the shoot in Toronto, Canada.