Buchanan’s Scotch Whisky has launched its #ComoLoDigas campaign, celebrating the linguistic diversity within the Hispanic American community, or "200%ers"—individuals who are 100% American and 100% Hispanic. The campaign, featuring SNL’s Marcello Hernández and Puerto Rican Chef Manolo López, honors the unique ways Hispanic Americans pronounce “Buchanan’s” while reflecting their cultural pride.

At the heart of the campaign are two vibrant, hand painted murals in New York and Los Angeles, designed by local 200% artists such as D’ana and Erasto Reyes. In Bushwick, we brought D’Ana’s artwork to life as a larger-than-life mural, capturing her interpretation of the brand in a powerful, hand painted display that celebrates the role of language in creating community. The background features an abstract, swirling mix of black-and-white checkerboard patterns with bright yellow and green, creating a lively, almost hypnotic effect. The word “BUCHANAH,” painted in dripping, red graffiti-style letters, reflects the artist's own pronunciation, emphasizing the campaign's theme.

In the heart of DTLA, our team transformed Erasto Reyes's artwork into an expansive wallscape. This mural is a bold and colorful celebration of Hispanic culture and language, dominated by vibrant shades of red, blue, green, and yellow. It features the phrase "Yo Digo" (meaning "I say") at the top, capturing the theme of personal pronunciation. Iconic symbols and urban references add depth, celebrating the cultural diversity of the Hispanic community in Los Angeles.

These eye-catching, hand-painted murals in Bushwick and DTLA are powerful tributes to the Hispanic demographic, inviting viewers to celebrate the linguistic diversity of "200%ers." The campaign also includes digital rollouts and social media engagement, encouraging fans to share their own pronunciations of "Buchanan’s," uniting diverse voices in the shared spirit of the brand.