Black Crown x Greatjoy: #OwnYourCrown brand collaboration.
Greatjoy embarked on a brand collaboration with the South African gin brand, Black Crown. What brought them together was a shared vision of a vibrant South Africa, where the young generation embraces lofty aspirations, an outgoing spirit, and an unwavering ambition – qualities encapsulated by Black Crown's motto, #ownyourcrown. These characteristics were well-summed in Black Crown's motto - #ownyourcrown. The gin brand's assertion is that it celebrates and inspires kings and queens to own their thrones. The gin brand aspires to encourage and celebrate young kings and queens to own their thrones.
Throughout the project, Greatjoy participated in a few commercials but primarily focused on the art aspect. Over the timeline of the project, Greatjoy created two sets of twin artworks:
The artwork beautifully captured a sense of freedom and oneness with the cityscape events. At the same time, the crowns symbolized a sense of initiative that Black Crown aimed to convey through their motto, #ownyourcrown.
Greatjoy's first set "Black Crown King 1 and 2" conveyed a profound sense of freedom and harmony with the cityscape. The crowns in these pieces symbolized an empowering initiative, reflecting Black Crown's motto, #ownyourcrown. The second pair of paintings "Untitled I and II," evoked a strong sense of liberation and a personal connection to the city's events, resonating deeply with the audience.
During the collaboration, Greatjoy gave interviews to SABC and another media outlet, discussing the project's inspiration and goals. The collaboration aimed to inspire South African youth to embrace their potential, take charge of their lives, and pursue their dreams fearlessly. Greatjoy's contribution, both in the commercials and the art pieces, served as a creative representation of this empowering message.
By combining the vision of Greatjoy as a visual artist and Black Crown as a gin brand, the collaboration sought to resonate deeply with the audience, encouraging them to embrace their own crowns, take initiative, and make a positive impact on their lives and communities. The twin-artworks, "Black Crown King 1 and 2" and "Untitled I and II," became powerful symbols of this shared vision, celebrating the essence of South African culture, ambition, and determination.
