J Balvin on his new campaign with Buchanan

Behind The Scenes with J Balvin on his new campaign with Buchanan’s “Es Nuestro Momento.”

Beth Dubber

Billed as a celebration of Hispanic culture and its impact in the United States, Buchanan's Whisky joined forces with Latin superstar J Balvin for the new campaign titled "Es Nuestro Momento" (It's Our Moment) -- their first-ever partnership with a major artist for an ambitious marketing campaign.

The venture launched earlier this month just in time for Hispanic Heritage Month celebrations. "It's an honor to join an iconic brand like Buchanan's to promote the greatness, diversity and richness of our culture," the chart-topping artist said in a statement.

"I feel a great connection with this campaign because truly, it is our moment to be proud of our cultures and celebrate the leaders that we are of a new generation."

Read more: J Balvin Gets His Fifth No. 1 on Latin Airplay Chart With 'Safari' Feat. Pharrell & BIA

Below are three highlights from the "Es Nuestro Momento" campaign, featuring J Balvin: 

He's the first major artist to partner up with Buchanan's on this level.

It's the first time that Buchanan's Whisky has partnered up with a major musician to launch an ambitious and all-encompassing campaign that includes publicity announcements, television commercials, digital marketing, a social media component and a contest for consumers.

The campaign has a powerful message.

The "Es Nuestro Momento" campaign launched with a powerful video filmed in Los Angeles of Balvin getting ready to jump onstage for one of his concerts. "Who are we? We are one and the stage is ours. We're an undeniable force, and nothing will stop us. It's our time." 

There will be an "Es Nuestro Momento" remix contest.

Early next year, the Colombian singer will premiere the lyrics and beat of a new song titled "Es Nuestro Momento." Fans will have the chance to enter a contest and create their own remix of the track. The winner, handpicked by Balvin, will record the song featuring the Latin superstar himself.