Crown Royal at the Super Bowl

As part of Crown Royal’s Super Bowl campaign—featuring the brand’s first-ever Super Bowl ad with Dave Grohl—our team at NVE created a heartfelt event on Super Bowl weekend to honor veterans and celebrate local hospitality. This intimate gathering in Phoenix, Arizona, embodied Crown Royal’s tradition of generosity and gratitude. The event spotlighted veterans and their creative talents through a unique experience with Dave Grohl, who performed an acoustic set to thank veterans for their service. The evening also featured an opening performance by CreatiVets alum and combat veteran Scotty Hasting and artwork by veteran artist Shawn Augustson. Veterans were further honored with a "purple" carpet, where they could take photos and be celebrated, alongside interactive photo moments throughout the event. Guests participated in the Purple Bag Project, packing care packages for active service members through Crown Royal’s longtime partner, Packages From Home. This hands-on initiative, combined with Crown Royal’s partnership with CreatiVets, brought an interactive and heartfelt element to the evening.