#ComoLoDigas 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.
Released in time for Hispanic Heritage month, #ComoLoDigas is a toast to all the ways Hispanic Americans pronounce it…Buchana, Bucanah, Bucachaná, Bucanuns, Buch’aca… you name it, we celebrated it.
Co-created with local 200% artists, D’ana Nuñez (🇵🇷🇺🇸), Magdiel Lopez (🇨🇺🇺🇸), Erasto Reyes(🇲🇽🇺🇸) and Tubs (🇲🇽🇺🇸), we designed striking murals in New York, Miami, Houston, Los Angeles, and Chicago, showcasing the unique phonetic pronunciations of Buchanan’s that reflect the cultural influence in each city.
“Make it -ita”
Further embracing the spirit of "200%ers" (those who are 100% American and 100% Hispanic and proudly navigate their dual identities).
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: