ABOUT

Crown Royal wanted a complete re-branding, something that would blow the dust off a well-known, but somewhat forgotten whiskey. Based on the insight that "Modern Kings" were the ones clawing and scraping their way to a place they haven't gotten to yet, we created the "Reign On" campaign. Our goal was encouragement and appreciation for those whose attitude precedes the reality. I wrote a well-received spot that became the anthem, voice and tone. Everything else just crawled out of the bag from there.