Role: Copywriter for the rollout of the “Es Nuestro Momento” campaign.

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 Colombian pop star J Balvin was recruited to front the campaign. He epitomises the heights that Latinos can scale, not just in the U.S. but across the entire world.

The campaign was lead by TV and Outdoor to introduce the new brand positioning. This included being broadcast in Spanish during the Baseball World Series between the Chicago Cubs and the Cleveland Indians on the English speaking Fox Sports network.

I mainly worked on a creator's competition. Where dreamers could download J Balvin's vocal tracks, lay a beat on it and upload it as their song feat. J Balvin.

Creative Directors: Mauricio Galván / Erick Rodríguez / Brenda Hernández

Copywriters: Paul Mann / Ilia Isales

Art Directors: Mike Cuthell / Eddie Barrous