Project Brief: Earn Your Drink Campaign Spot for Crown Royal

Client Overview

Client Name: Crown Royal
Mission: To craft premium Canadian whisky that embodies a rich heritage of quality and generosity, fostering moments of connection and celebration among consumers, particularly those who value outdoor traditions.
Website: www.crownroyal.com
Industry: Premium Spirits and Beverages
Objective: Create a 20-second crossover advertising spot titled “Earn Your Drink” that aligns Crown Royal’s premium whisky brand with the upland hunting lifestyle, targeting outdoor enthusiasts and sportsmen to enhance brand affinity and engagement.

Project Scope

Northwoods Collective was engaged to produce a 20-second promotional video, “Earn Your Drink,” for Crown Royal, designed to connect the brand’s premium whisky with the upland hunting community. The spot aimed to capture the essence of tradition and the rewarding experience of upland hunting, while subtly integrating Crown Royal as a natural part of post-hunt celebrations, reinforcing the brand’s association with quality and shared moments.

1. Video Concept Development

Objective: Develop a concise narrative that ties Crown Royal’s premium whisky to the upland hunting experience under the “Earn Your Drink” theme.

Activities:

Crafted a storyline that celebrates the effort and thrill of upland hunting, emphasizing the reward of a Crown Royal toast after a challenging day in the field.

Integrated the “Earn Your Drink” concept to highlight the satisfaction of hard-earned moments shared among hunters, with Crown Royal as the celebratory centerpiece.

Designed the narrative to resonate with upland hunters, showcasing the rugged beauty of the Northwoods and the camaraderie of the hunt.

Outcome: Created a focused concept that blended Crown Royal’s brand identity with the authentic, aspirational lifestyle of upland hunting, reinforcing the “Earn Your Drink” message.

2. Video Production

Objective: Produce a visually striking 20-second spot that captures the essence of upland hunting and Crown Royal’s premium appeal.

Activities:

Filmed in the Idaho Panhandle during early fall, capturing overcast and visible breath, hunters with bird dogs, and flushing pheasant and quail.

Showcased weathered cowboy on horseback using a traditional shotgun in action, followed by a post hunt scene where he enjoys a pour of Crown Royal, embodying the “Earn Your Drink” theme.

Used dynamic camera angles and quick cuts to convey energy and excitement within the 20-second timeframe.

Outcome: Delivered a visually compelling spot that authentically portrayed the upland hunting experience while seamlessly integrating Crown Royal as the reward for a hard-earned day.

3. Content Creation and Editing

Objective: Ensure the “Earn Your Drink” spot was concise, impactful, and aligned with Crown Royal’s brand identity.

Activities:

Edited footage to create a fast-paced, 20-second narrative that balanced action-packed hunting scene.

Incorporated a music and sound design with on-screen text to reinforce the “Earn Your Drink” tagline, emphasizing Crown Royal’s role in organic outdoor experiences.

Added subtle branding elements, such as the Crown Royal logo and bottle, to maintain brand prominence without overshadowing the hunting narrative.

Outcome: Produced a polished, high-energy video that effectively communicated the “Earn Your Drink” message, connecting with hunters and reinforcing Crown Royal’s premium appeal.

Key Deliverables

  • “Earn Your Drink” campaign spot (20-second duration), showcasing upland hunting and Crown Royal’s premium whisky.
  • High-resolution footage of Western hunting scenes and post-hunt celebration.
  • Edited video with music and sound design, incorporating the “Earn Your Drink” tagline and Crown Royal branding.

Project Outcomes

  • Brand Affinity: Strengthened Crown Royal’s connection with the upland hunting community by aligning the brand with the rewarding aspects of the sport.
  • Audience Engagement: Captured the attention of hunters and outdoor enthusiasts through an authentic, high-energy narrative that resonated with their lifestyle.
  • Market Positioning: Positioned Crown Royal as a natural choice for celebrating hard-earned moments, enhancing its appeal among sportsmen and women.