The time we have left
PERNOD RICARD
Issue 50 | March 2019
Agency
LEO BURNETT MADRID
Creative Team
General Creative Director: Juan García-Escudero Creative Directors: Gaston Guetmonovitch and Daniel Sáenz Art Director: Juan Frías
Production Team
Production Company: Tesauro Director: Felix Fernandez de Castro Executive Producer: Pancho Alted Producer: Susana Boix Recording Studio: Serena
Date
November 2018
Background
We live in autopilot mode, devoted to work and unconsciously distributing our time in a way that’s far from ideal. On top of that, technology has invaded our lives and takes up most of the little time we have left.
Ruavieja, a modest liquor brand part of Pernod Ricard wanted to try convincing people to spend more time with their loved ones, but they realized that’s actually easy to do, the hard part is getting them to really change their behavior.
Idea
More than a campaign, it’s an eye opener. To wake people up to a reality that they hadn’t even realized existed, so that they can become more aware of it and begin to do something about it. The true heart of the campaign lies in the tool created: An algorithm that can calculate how much time we have left to spend with the people who we care about most. No speculation, just hard cold data with a clear purpose, to make you re-think your priorities.
Then, the decision was made that the most compelling way of bringing this idea to life was through a film that captured people’s reactions when confronted with the results of this algorithm.
Results
The beauty of it is that it has worked in a way they never imagined. It has become the most watched and shared Spanish Ad in history, with more than 13 million views and 160.000 times shared.