Turned football’s banned moves into a global hit.
Story↴
Football used to feel like a dance, and dribbles were its rhythm. Then data took over the game, and coaches began pushing dribbles aside in favor of efficiency. Or, as the Daily Mail put it, “Dribbling is a dying art… coaches have killed it.”
So Buchanan’s—a whisky built on rhythm and an official supporter of FIFA World Cup 2026—turned the moves coaches tried to ban into music. We called it Banned Beats. Together with former pro footballer and Grammy-winning musician Rauw Alejandro, we created a motion-sensing football boot that transformed banned dribbles into beats for his new original song released through Sony Music—earning 45M+ streams, 1.7B+ earned impressions, a 86% increase in brand mentions on social, and helping sell 19M Buchanan's cocktails during the tournament across bars and stadiums.
Song & Music Video
Boot Innovation
Lead Agency: GALE New York
Client: Diageo / Buchanan's Whisky
CCO: Josh Braithwaite
ECD: Felipe Ferreira
ACD Art: Eduardo Lunardi
ACD Copy: Carlos Perk Cervantes
EP: Alex Harrison
Head of Production: Tessa Banks
Accounts: Jessyca Gonzalez, Lucas Fiser, Jackson Baker
Strategy Director: Carlos Rodriguez Angulo
Special Thanks: Crispin São Paulo
CCO: André Kassu
Creative Director: Rafael Guth
ACD Copy: Eduardo Chaves
ACD Art: Thomaz J. Marsiglia
Senior Copywriter: André Choairy
Senior Art Director: Michel Neuhaus
Project Director: Henrique Salvatori
Music Publishing: Sony Music
Original Song: Rauw Alejandro
Music Video Director: Martin Seipel
Film Production: ABSNT
Boot Design: Rauw Alejandro & Felipe Ferreira
Boot Fabrication: Shoe Surgeon
Boot Technology: Future Colossal
Photography & BTS Video: Orli Rein, Damien Lecocq
Talent Management: Starpower
PR: Hunter
