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Buchanan's: 200% Occasions

How do we get our 200%ers to think of Buchanan’s when they socialize around food and music? 


Through showing how in those occasions, Buchanan’s empowers them to blend where they’re from with where they’re going. The "Spirit of the 200%" continues in the latest holiday campaign for Buchanan's Scotch Whisky. Through films, digital, social, and OOH/DOOH we highlighted the many ways 200%ers are putting a unique spin on their Hispanic heritage with their modern upbringing to create new traditions and reimagined ways of celebrating with others. 

To represent the broad diversity within the 200% community, we brought together an influential cast of Hispanic American creatives and pioneers across the country, including Saturday Night Live's breakout comedian Marcello Hernández, to co-create and star in the campaign, ensuring every scene, voice over and creative detail was brought to life with authenticity. 

Beyond creative, the brand will host a series of events and giveback initiatives happening during the holiday season across local communities rooted in food and nightlife, demonstrating the unique magic that's conjured when 200%ers come together to share a meal with family and friends

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