Ahead of the world's biggest fútbol event, Buchanan's Scotch Whisky launched its newest national creative campaign to champions their Latin American pride – on and off the field.
To kick off the games, Buchanan's launched an online film created by Crispin Porter Bogusky (CPB) that features fútbol fans from México, Ecuador, Argentina and Brazil singing a Spanglish and Portuguese chant inspired by the most popular chant sung at U.S. soccer games. The high-energy, 60-second televised version of the film aired on November 4th on Fox Deportes, and mixes languages and cultures to celebrate the 200% Latin-American spirit, showcasing the unique traditions, cuisine, faces and comradery that come together during these games. Accompanying 15-second versions will also air across Telemundo, NBC Universo, and Fox Deportes, including during game coverage.
"When it comes to fútbol, Latin Americans bring their 200% duality on and off the field. Just like how we love being part of U.S. culture, our Latinidad will never go away," said Gustavo Salguero,brand director, Buchanan's Whisky. "This 200% rallying cry is a celebration of our identity, being 100% Latino and 100% American, leading a fuller 200% life. "
Beyond the digital content, Buchanan's is collaborating with ongoing brand partner and LA-based community brand, Kids of Immigrants, for their second merch drop of the year, featuring a series of colorful, limited-edition jersey-inspired long sleeves, soccer shorts and a scarf in four different colorways to represent Argentina, Mexico, Ecuador and Brazil. The collection will be available for sale beginning November 15th on www.kidsofimmigrants.us, with 100% of proceeds being donated to Make The Road to further support the organization's work in achieving social justice for immigrant and working class communities in New York.