What is even Buchanan’s?
It’s the #1 whisky in Latin America and the fastest-growing among Hispanic Americans in the US, putting it in the world's top 10 most-sold scotch whiskies. I was tasked with creating their Global campaign as Creative Director and helped bring their U.S. campaign to life as a Copy Lead.
Buchanan’s Global Campaign Platform - Estamos en Familia ↴
The definition of familia is changing for the new generation; it’s gone from only blood ties to including those connections that go deeper than blood. That’s why we hijacked the Latin American tradition of family Sundays to launch our campaign.
My Role: Creative Director
CCO: Josh Braithwaite
ECD: Felipe Ferreira
SR. Team: Josh Lampley/
Ashley Crouch
Buchanan’s US campaign - We are the spirit of the 200% ↴
The next generation of Hispanic American whisky drinkers is constantly having to choose between two identities: Either assimilate as 100% American or embrace 100% of their Hispanic roots. So we decided to turn their duo identity crisis into a strength: Enter the Buchanan’s 200% Mixtape
My Role: ACD Copywriter
CCO: Josh Braithwaite
ECD: Felipe Ferreira
ACD Team: Carlos Cervantes/Mila Bengoa
