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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. 

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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.

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And we drove our 200% spirit across our key markets during World Cup game days.

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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

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