There have been lots of campaigns for alcohol where we the viewer are taken into the world of the product. And there’s been some really great ones at that. This is a little different. The clients sought a fresh campaign to rejuvenate their brand relevance. So in this launch spot, Crown Royal is coming into our world, the bag its conduit. Instead of a bottle coming out, it's the swagger of a lion that forces its way out of this tiny purple bag and struts down the bar. Crown Royal’s signature bag is a unique, recognizable and ownable piece of branding. But on an emotional level, it’s much more than just a home to a bottle of liquid gold. Within that bag exists possibility, intrigue and adventure. And the power of the "Reign On" tagline works as an homage to the people who tap into the spirit that lives in that purple bag.