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CROWN ROYAL | LIVE GENEROUSLY

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.

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.

| Credits |
| Director: 
Luke Monaghan | Production: Arts & Sciences | Guest Appearance: Tyrone T-Rex Edwards | Agency: Anomaly New York |
| Creatives: Paul Mann, Mike Cuthell, Steve Peck, Jared Elms + Richard Mulder |