That Deserves a Crown
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The Maple Leafs collaborated with Crown Royal to build equity within its existing Generosity platform by launching a campaign that celebrates the “Glue Guys” of Leafs fandom — those who bring people together to watch the game. The program was led by Leafs Alumn Curtis Joseph, and was brought to life through social content, contesting, and in-arena activations that highlighted connection, community, and moments worth raising a glass to.
THE PROBLEM
Despite being the spirit of choice among Leafs fans, Crown Royal needed to find a way to recruit new fans while staying true to the spirit of hockey.
THE ASK
Drive awareness and relevance of Crown Royal among Leafs fans by positioning the product as a whisky that builds connection.
CREATIVE INSIGHT
The Glue Guy represents the everyday generosity that makes teams and friendships thrive. It’s the same spirit Crown Royal stands for, showing up, looking out for others, and quietly keeping things together.
THE IDEA
That Deserves A Crown: A hero spot that features Curtis Joseph in a hero spot highlighting why the Glue Guy matters. Enhanced through a contest platform where fans were invited to nominate the Glue Guy in their lives for a chance to win a Royal Experience at a Leafs game during the 2024/25 season.
The
Results
THE Results
This is the power
of partnerships
