BUCHANAN'S WORLD CUP
As a whisky born in Scotland, but loved throughout Latin America for over a century, Buchanan's embraces and celebrates its dual identity. For the 2022 World Cup, we created the first fútbol fan club that encouraged US-born Latinos to embrace their duality and root for two teams at once. Because while fútbol asks you to pick a side, wear one jersey, and claim one identity, for many Latinos, division is not an option.
​
​
We kicked it all off by bringing together fans from México, Ecuador, Argentina and Brazil to remix the popular USA soccer chant “I Believe That We Will Win” in a combination of English, Spanish, and Portuguese—uniting and celebrating those who are both 100% Latino and 100% American.
We gave fans a way to proudly rep their 200% spirit with a Kids of Immigrants capsule collection.
And we drove our 200% spirit across our key markets during World Cup game days.
We also created custom WhatsApp stickers so that fans could share their 200% spirit on one of their most used platforms.
Credits
Agency:
Crispin Porter Bogusky
Chief Creative Officer:
Josh Braithwaite
Creative Directors:
Lauren Albee & Felipe Ferreira
​
Associate Creative Directors:
Mila Bengoa & Carlos Cervantes
​
Director:
Ariella Dorf