The Greatest Tribute to Greatness Ever Made

We transformed a positioning, a call to discover the greatness that exists in each one of us. Buchanan’s audience needed to connect with the brand’s new positioning: “Choose Great”. That’s why we created the biggest movie tribute to greatness led by Buchanan’s, with celebrities in several countries and written by all the stakeholders of the same: We Are All Greatness.

Challenge

Connect with the true greatness of men through Buchanan’s.

Solution

We gave our consumers the task of defining what greatness means to them. We created an online platform with a video piece made for users to complete with their own moments of greatness.

We partnered with celebrities so they would also share their own visions of greatness, and invited the audience to massively participate. Thanks to everyone’s contribution, this campaign achieved great results and remembrance.

The celebrities were: