Buchanan's Feat. J Balvin

Our challenge was to position Buchanan's Whisky at the centre of Hispanic culture in the United States. We created an overarching campaign with the call to action 'Es Nuestro Momento' (It's Our Time) to directly acknowledge the changing face of America. Es Nuestro Momento illustrated the sense of inclusivity and pride that comes with being Latino in the United States today. After recent collaborations with Pharrell Williams and Justin Bieber we recruited Colombian pop star J Balvin to front the campaign. He epitomizes the heights that Latinos can scale, not just in the U.S. but across the entire world. We then created a contest like no other. We gave consumers the chance to create a song with J. Balvin. The winner was singer Eldelamusic from Miami, FL. check out the banging track below.