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
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