Buchanan’s Zip Codes Out of Home
Beloved amongst Hispanic Americans, Buchanan’s quickly realized that their diverse “200%” audience brought with it a multitude of different pronunciations of the brand’s most important feature - their name.
This left our team with a decision… either teach people how to say it “right” or celebrate the beauty of our differences… we went with the latter.
Co-created with local 200% artists D’ana Nuñez (🇵🇷🇺🇸), Magdiel Lopez (🇨🇺🇺🇸), Erasto Reyes(🇲🇽🇺🇸) and Tubs (🇲🇽🇺🇸), we designed hyper-personalized creative that shifted by ZIP code. Focusing on New York, Miami, Houston, Los Angeles, and Chicago, each mural showcased the unique phonetic pronunciations of Buchanan’s reflecting the cultural influence in each city.
AWARDS & PRESS:
CANNES LIONS / SHORT LIST - Cultural Engagement
The One Show / Merit Award - Out of Home, Billboards & Transit
“Make it -ita” Social Campaign
Further embracing the spirit of the 200%ers by utilizing the diminutive Spanish suffix -ita, this campaign highlights the brand’s new 375mL bottle, allowing drinkers to continue the same connections that they love, now in smaller, less expensive containers. In partnership with Sunday Afternoon, I managed the production and delivery of nearly 60 assets, a few of which are here:
