Buchanan’s World Cup

Buchanan’s is an immigrant whisky brand born in Scotland, but loved throughout Latin America for over a century. We helped the brand celebrate its dual identity by connecting with those who are both 100% Latino and 100% American in the USA.

For the 2022 FIFA World Cup, we created La Unida FC (The United FC) by Buchanan’s: the first football fan club that encourages Latino Americans to root for two teams at once: Team USA + their country of heritage. Because while the world of fútbol asks you to pick a side, and claim one identity, for Latino Americans, division is not an option.