Crown Royal Chain of Gratitude Game Gratitude Crown Banner Image

Crown Royal Chain of Gratitude

Posted on Projects

Working with a brand that is eager to build innovative and entertaining experiences with emerging technologies is always exciting, especially when that brand has the reach of Crown Royal, the best selling Canadian whiskey brand in the world. Throw a Super Bowl campaign in the mix, and you’ve got a dream opportunity to create an experience that will spark joy for a lot of people.

During the third quarter of Super Bowl LVII, Crown Royal ran an ad featuring the Foo Fighters’ lead singer, Dave Grohl, as he thanked Canada for the many inventions it has given the world, including, surprisingly, football. Prior to this ad, Crown Royal released a teaser video of Dave producing a rock and roll version of O Canada with Canadian guitarist, Donna Grantis.

Building off Crown Royal’s Super Bowl campaign themes of gratitude and Canada, my team created a game that encourages players to accept gratitude for themselves, or show gratitude to others by accepting a Gratitude Crown or passing the chance to claim the Crown on to a friend. If a player passes on the chance to claim a Crown, they’ll become a link in a Chain of Gratitude and receive a Gratitude Bag. Participants in the longest Chain of Gratitude are eligible for fun prizes, including a Crown Royal purple bag cape—check out the end of the Super Bowl ad linked above to see what I’m talking about.

The Gratitude Crown and Gratitude Bag are beautiful digital collectables created by Vancouver BC based 3D visual artist, Carmilla Sumantry. The Gratitude Crown artwork features Carmilla’s rendition of the Crown Royal Crown, resting upon a velvet purple pillow, floating above the ground of a Canadian landscape, with the Canadian Rockies in the background.

Crown Royal Gratitude Crown
A still of Crown Royal Gratitude Crown digital collectable (the original collectible is animated).

The Gratitude Bag collectable shows one of Crown Royal’s iconic purple bags sitting upright on a stump. When a player starts a new chain, the Gratitude Bag they receive displays a single gold chain link alongside the purple bag, hinting that something is just beginning to form. Each time the chance to claim the Gratitude Crown is passed from one person to another, adding links to the chain, the Gratitude Bag image received by all of the participants in the chain evolves.

Crown Royal Gratitude Bag with one Chain of Gratitude participant.
Crown Royal Gratitude Bag collectable for a Chain of Gratitude with only one participant.
Crown Royal Gratitude Bag with three Chain of Gratitude participants.
Crown Royal Gratitude Bag collectable for a Chain of Gratitude with three participants.
Crown Royal Gratitude Bag with five Chain of Gratitude participants.
Crown Royal Gratitude Bag collectable for a Chain of Gratitude with five participants.
Crown Royal Gratitude Bag with ten Chain of Gratitude participants.
Crown Royal Gratitude Bag collectable for a Chain of Gratitude with ten participants.
Crown Royal Gratitude Bag with twenty-five Chain of Gratitude participants.
Crown Royal Gratitude Bag collectable for a Chain of Gratitude with twenty-five participants.
Crown Royal Gratitude Bag with fifty Chain of Gratitude participants.
Crown Royal Gratitude Bag collectable for a Chain of Gratitude with fifty participants.

I’m grateful to get to work with such a talented, professional, and easy-going artist like Carmilla. She makes producing highly detailed, enchanting 3D art—a challenging and time-consuming task—look easy. I hope to work with her again in the future.

Want to claim one of Carmilla’s stunning Gratitude Crown or Gratitude Bag collectables? Head to web3.crownroyal.com and make your choice before the game ends on March 13th at 11:59:59 pm ET.

For more projects, visit jhgstudios.com/category/projects