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.
The campaign won Gold at the ANA Conference in the Category of Significant Results...And became the best performing contest in the history of the SoundCloud music platform, outperforming all benchmarks for similar programs.
Creative Director: Mauricio Galvan Creatives: Paul Mann, Mike Cuthell, Eddie Barrous, Ilia Isales
73M+ Impressions, 18,189 Vocal Downloads, 248 Submissions, 211,074 Unique Visits, 4,360 Social Shares, 3,421 Twitter & Instagram Votes for a campaign with $ZERO media spend. We continue to receive entries over a year after the contest winner was announced. Some have since gone 'viral' and even produced music videos, reaching millions of views.
