‘THE CHOPERA’
brand: Crown Royal
idea: Crown Royal 18 is an extra rare blend of whisky that requires craftsmanship and exquisite taste. For its release, we wanted to lean into the liquid’s unique nature and pay homage to another extra-rare art form. Like Crown Royal 18, Houston’s Chopped & Screwed music is meticulously blended to perfection. So, it was only right to bring these vast worlds apart at the first ever Chopera.
We partnered with iconic Houston artists and the Scott Joplin Orchestra, who performed orchestral arrangements layered on top of the DJ mix in rich tones and ethereal harmonies - taking the audience on a musical journey. Our fusion communicated the masterful blending of this genre and celebrated the extra rare gems within the Houston community just like the product itself.
This project was brought to life across a group of interagency teams: Taylor PR, Anomaly, VaynerMedia, and Brand New.
Social Copy: “OG Ron C is H-town. His music is H-town. And his love for his community is intrinsically H-town. This beautiful blend of art, culture, and craftsmanship is what makes Chopped & Screwed extra rare.”
Social Copy: “Chopped & Screwed is the 👑 of Houston. We’re celebrating this city and how its extra rare sound elevates the community.”
Social Copy: “A blend like this took time to perfect. Dr. Anne Lundy and OG Ron C put on for Houston.”
