Turned “your uncle’s whisky” into the spirit for the next generation.
How did Buchanan's, an immigrant Scotch whisky brand beloved by older Hispanic-Americans for over a century, become relevant to the new generation? A younger audience who feels pressured to choose between two identities: either embrace their Hispanic traditions, OR fully assimilate as Americans. So we decided to turn their duo identity crisis into a strength.
Welcome to The 200% Mixtape: a bicultural campaign that celebrates the strength of being 100% Hispanic and 100% American. An explosion of music, art, language, and reimagined holiday traditions that shows the rich diversity of 200%ers.
All co-created with an influential cast of 200%ers, including SNL comedian Marcello Hernández, fashion collective Kids of Immigrants, and breakout musician DJ VRYWVY.
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Social Stickers
Client: Diageo, Buchanan's USA
Agency: Crispin Porter + Bogusky New York
Chief Creative Officer: Josh Braithwaite
Group Creative Director: Felipe Ferreira
Associate Creative Director: Mila Bengoa
Associate Creative Director: Carlos “Perk” Cervantes
VP, Business Lead: Stephanie Atchley
Account Director: Virginia Cardozo
Account Supervisor: Brianna Roser
Account Manager: Lara Garanzuay
Head of Production: Danielle Tarris
VP, Director of Content Production: Sloan Schroeder
Senior Producer: Janell Faraj
VP, Head of Studio: Cathy Dickinson
Strategy Director: Quay Fox
Junior Strategist: Sam Aparicio
Director: Valentin Guiod
Production Company: Birth.tv
Producer: Hugo Besson
Director of Photography: Arnau Valis
Editor: Marti Blanché
Music: King Doudou, United Masters, DJ VRYWVY
Composer: King Doudou, Napoles, Parrisfranz