Crown Royal Encourages You to “Crown Your Father” Leading Into Father’s Day
Give Your Father the Royal Treatment Through Unique Mobile Experience that Portrays Dad as a KingCrown Your Father Now
GIMLI, Manitoba, June 12, 2017 – Still searching for the perfect gift to give to a generous dad this Father’s Day? Look no further – Crown Royal is giving dads the royal treatment and enabling you to “Crown Your Father,” this month, creating a unique digital portrait that you can share with dad on social. Now through June 19th, sons, daughters and spouses who are 21+ can visit www.CrownYourFather.com to create a portrait of their dads, husbands or father-like figures as a regal, shareable gift, honoring the generous spirit of fathers everywhere.
Users can choose from five different royal backgrounds, each specially created for the “Crown Your Father” experience, that depict dad in kingly poses – standing atop a cliff next to a lion or relaxing on a throne with a glass of Crown Royal in hand.
“We really believe that fathers are modern-day kings,” said Crown Royal Brand Director Jim Ruane. “This Father’s Day, we wanted to provide our fans with a unique and fun way to honor their dads and thank them for their generosity through the ‘Crown Your Father’ experience. The digital portrait paired with a bottle of Crown Royal whisky will make for the perfect gift for dad.”
In addition to the digital portraits that can be created through the mobile experience, 100 real velvet-style paintings of dads were created for influencers and select consumers. Crown Royal’s purple “velvet” bag was used as the actual canvas upon which the portraits were painted, paying homage to the fun velvet-style paintings commonly found in bar culture.
The “Crown Your Father” mobile experience was developed by Anomaly in collaboration with UNIT9. The digital workshop where the portraits are created was built mobile-first so users can personalize and share their digital portraits with family and friends. Five different illustrators, each specializing in a different style of art, were engaged to create the backgrounds for the “Crown Your Father” experience. Those illustrators include: Chris Buzelli (realistic), Corey Brickley (modern), Doug Sirois (illustrative), Jacquie Boyd (pop) and Tracie Ching (graphic).
Users are encouraged to share resulting images of their dads using the hashtag #CrownYourFather leading into and on Father’s Day. While immortalizing dad through the “Crown Your Father” experience and raising a glass to him this Father’s Day, Crown Royal reminds whisky lovers to please drink responsibly.
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant flavor and gift-worthy presentation reflect its regal origins – it is considered the epitome of Canadian whisky. For more information, visit www.crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives and ways to share best practice.
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