Helped US-born Latinos represent their duality during the World Cup.
Story↴
Buchanan's is an immigrant whisky brand born in Scotland, but loved throughout Latin America for over a century. We helped the brand celebrate its dual identity by connecting with those who are both 100% Latino and 100% American in the USA.
For the 2022 FIFA World Cup, Buchanan’s created La Nación 200%: the first football fan club that encourages Latino Americans to root for two teams at once: Team USA + their country of heritage. Because while the world of fútbol asks you to pick a side, and claim one identity, for Latino Americans, division is not an option. A message that was spread way beyond soccer, and into other parts of culture.
Coverage↴
AdWeek
Yahoo!
People Magazine
People
Results↴
Fastest-growing spirit in the USA
+12% market growth
+236% brand mentions
45k new fan club members
Long-Form Chant
Worked with US-born Latino musicians to give a Spanglish and Portuguese twist to the USA National Team’s chant “We Believe That We Will Win”.
Official Kit by Kids Of Immigrants
Dropped a duality kit in partnership with the fashion label Kids of Immigrants to let fans wear their duality loud and proud.
We invited the audience at large to embrace their Latino American dualities with iconic OOH across key cities.
Product :15s
Agency: Crispin Porter + Bogusky New York
CCO: Josh Braithwaite
Group Creative Director: Felipe Ferreira
Creative Director: Lauren Albee
ACD/Writer: Carlos Perk Cervantes
Senior Art Director: Mila Bengoa
Producer: Sloan Schroeder
Account: Virginia Cardozo
Production: Story We Produce
Director: Ariela Dorf
Line Producer: Jaume Rigual
Editor: Ben McCambridge
Color: UpperCut
Photographer: Karla Ximena