THE ROYAL RIDE
While Texas Rodeo iconography is widely celebrated, the Black icons it’s built upon often remain in the background. Crown Royal set out to design a brand platform to honor the incredible Black cowboys and cowgirls of today with their partners at The Bill Pickett Invitational Rodeo, the only all Black Rodeo circuit in America.
Team
CW: Jessica Board
CD: Felton Brown
GCDs: Nicky Lorenzo, Juan Pablo Dominguez
Full case study video
Social | :60
Tory Johnson, Crown Royal Rider | social teaser
HONORING MS. OPAL LEE
In collaboration with their rodeo partners and That Deserves A Crown Program, Crown Royal honored Ms. Opal Lee, the grandmother of Juneteenth, as the “Royal Rider” recipient. Additionally, Crown Royal donated $25,000 to the National Multicultural Western Heritage Museum to further their mission of preserving iconic African American history as an essential part of Western and cowboy culture. In the end, Crown Royal believes that keeping communities royal depends on those willing to join the ride. And join they did.
