Water Break
The Water Break Pledge campaign promoted responsible drinking. It initiates the conversation for fans to take a break from drinking and sip water throughout the game. Curtis Joseph is a well-know and respectable Leafs Alumni, who promotes this message through two commercial spots (15 and 30sec). The awareness is built around an in-app activation where fan can ‘pledge’ to take a water break during the game. This campaign was highly measurable through this methodology with an in-app push and social media amplification. For Crown Royal, this campaign takes a step back from the usual promotion of new and exclusive drinks, but rather focuses in on responsible drinking for those who knowhow good their product tastes
THE PROBLEM
Crown Royal aimed to redefine modern “royalty’ and take a different approach to create consideration for their product.
THE ASK
Crown Royal wants to show Leafs fans that if they live generously, then life will treat them Royally.
CREATIVE INSIGHT
Just like our players take a sip of water during the game to stay hydrated, Crown Royal wants to encourage fans to drink responsibly by taking a moment to hydrate during the game.
THE IDEA
Build a new ritual into the fabric of our fans and take a moment during every game to take a sip of water and acknowledge drinking responsibly.
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The
Results
THE Results
This is the power
of partnerships
