Crown - A lean towards the unconventional

Graham Drury and Jacqui Wall

To win the Grand Prix both the scale of the task and the brilliance of the response have to be extraordinary.
Agency: BDH\TBWA and Mediaedge:cia Authors: Graham Drury, Nicole ten Thij and Stephen Brown

Crown

A lean towards the unconventional

Introduction

This case sets out to demonstrate how advertising defied convention to clearly communicate a rational product benefit that simultaneously built the brand's emotional values.

Generally speaking, all advertising aims to either:

  1. Communicate the rational benefit(s) of a product.
  2. Establish or build the emotional values of a brand.

This has become the industry norm. Experienced advertisers accept that they need...

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