Buchanan’s Blended Scotch Whisky honors Hispanic Heritage Month with “What Glory We Are,” the brand’s new national advertising campaign that celebrates the unique duality of the Hispanic American experience as 100% Hispanic and 100% American.
Created by award-winning advertising agency Crispin Porter Bogusky’s (CPB) distributed talent network in North America, the new campaign unites those who embody the spirit of the 200%, by celebrating those who live the best of both worlds.
From energizing video spots to vibrant out of home creative, the campaign features a Hispanic American cast (dubbed the 200%ers) embracing their cultural experiences, perspective and self-expression through food, music, sports, traditions and more.
Among the 200%ers is Gold medal Olympian Jasmine Camacho-Quinn who sparked a national discussion this summer on her identity, specifically on what it meant to be 100% Hispanic and 100% American. With an African American father from South Carolina and a Puerto Rican mother from Trujillo Alto, Jasmine’s cultural pride runs deeper than language. Born in South Carolina, she represented the Puerto Rican track and field team in Tokyo this year, sparking debate on identity after competing for her mother’s homeland.
To bring the campaign to life and toast to the diversity and uniqueness within all Hispanic American communities, the campaign features everyday people across different creative fields along with brand partners who are living life at 200%, including:
- Brenda Equihua – LA-based designer who has taken the fashion industry by storm with her ‘cobijas’ (popular Mexican blankets) that reflect her Mexican American roots and celebrate Latino culture. Brenda added her 200% spirit to the new campaign by contributing beautiful Equihua garments.
- Elvy Perez – Puerto Rican-born celebrity hairstylist who is braiding her way into mainstream American culture.
- Manuel Mendez – Renowned Dominican American stylist whose ensembles have been worn by leading global celebrities and brought his 200% spirit to style the cast in this campaign with unique looks.
- Bembona – DJ-Artist of Puerto Rican & Panamanian descent who’s bridging, healing & empowering the Black Diaspora through music + leading key moments in her home of NYC & beyond.
- Ernesto Macias – Texan-born Mexican American writer and editor who uses his platform to tell stories that help shape today’s culture.
- Yolanda Baez – Puerto Rican native New Yorker mixologist who brings people together through creative cocktails.
- Carlos Arroyo – Puerto Rican-born musical artist and former basketball star who moved to Miami and continues to inspire communities around him.
- Sonia Guiñansaca – Ecuadorian-born, award-winning queer migrant poet, cultural organizer and activist living between LA and NYC, whose writing inspired the spirit of this campaign.