Crown Royal / Diageo / ANOMALY NY
Street signs get an upgrade with the names of real MVPs
Crown Royal needed a campaign to bring people who had been driven away from their streets back out, with a social justice element.
So we came up with Street Royals - renaming the streets as a tribute to the block heroes that bring flavor to their communities.
Whether you are from Washington Heights or East Atlanta, there are special people on every street, block and neighborhood who are the heart of their community.
But these people aren’t reflected in the signs that mark their streets. Instead, streets around the country are branded with the names of long-dead colonizers.
The Idea
We’ll commemorate the local icons of blocks around the country by erecting their own street signs and hosting a Crown cans block party in their honor - a tribute to the true Street Royalty who are full of life and generosity.
It’s up to the people in each community to put forward their own street royals. So we’ll ask our fans to nominate someone who deserves the honor from their block.
And we happen to have the perfect person to kick it off, a local hero in their own right…
Anthony Ramos
We’ll interview Anthony as he walks through his old neighborhood and ask him to nominate the person who had the most impact during his upbringing in Bushwick. He’ll stop at his Street Royal’s house to present them with their personalized sign.
We’ll create a film with Anthony presenting the first Street Royal sign to his hero before throwing an epic Crown-sponsored block party in their honor,
and use the footage as a call to action encouraging fans to nominate their own local street royalty by sharing amazing true stories.
Like that of Marjorie and her son Rudel, who open their home in Washington Heights, New York every Sunday to play a free jazz concert for anyone who wants to stop by.
The concerts have been running for over two decades, and now she’ll have a Street Royals sign displayed in her honor.
Street Royal Nominations
By sharing their story and nominating a Street Royal, fans can generate a digital sign for their nominee, with all stories living online and the best ones turned into real street signs.
Street Royals signs will show up on blocks around the country
…where they rightfully belong.
Honoring the people who keep their communities flavorful.
TEAM
Creative Directors: Harry Neville-Towle, Giles Clayton
Art Director: Victoria Garza