Pernod Ricard's "The Time We Have Left" Wins Top Honor At AICP Next Awards
A scene from Pernod Ricard's "The Time We Have Left," from Leo Burnett Madrid
Emotional piece--directed by Felix Fernandez de Castro for Leo Burnett Madrid--earns Most Next distinction
  • NEW YORK
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Topping the 2019 AICP Next Awards, which debuted this evening (6/4) at The Tischman Auditorium in NYC, was Pernod Ricard’s “The Time We Have Left” from Leo Burnett Madrid. The entry earned the coveted Most next honor, which is selected from all the winners in the Next categories. Also honored in the Next Social category, the holiday-themed ad for the Spanish liqueur Ruavieja (a Pernod Ricard brand) focuses on a tool that allows people to calculate how long they have left to spend time with their loved ones. As part of the project, Leo Burnett Madrid united close friends and family members, and filmed their reactions when they got to see just how brief this amount of time was, resulting in tears shed and realizations that life is fleeting, especially when compared to the amount of time spent online or gazing at digital devices. Directed by Felix Fernandez de Castro of Tesauro, the piece was a sensation in Spain, generating millions of views and opening a dialogue about the value of relationships and the need for people to stay connected in real life. Upon its debut, it garnered SHOOT Top Spot of the Week distinction back in December.

The winner of the Most Next honor directs a $5,000 grant from the AICP Foundation to an educational institution of their choosing. Leo Burnett Madrid has directed the grant to Reboot & Recover, a Florida-based non-profit with a mission to help people reduce their screen time by providing solutions for balanced living in a technology-driven world.  The organization launched an initiative on Instagram called #ScreenTimeChallenge to raise money and awareness, and get people to reduce their screen time; research shows that spending three or more hours a day on a screen is linked to depression and unhappiness. To participate, users share a screenshot of their Screen Time from their device on Instagram, add a poster found on the organization’s site, and tag three friends and challenge them to join the #ScreenTimeChallenge, and donate 10 times our screen time over three hours to Reboot & Recover. Mark Tutssel, executive chairman of Leo Burnett, who accepted the grant on behalf of Leo Burnett Madrid, invited the audience at the Next Awards to take the challenge. 

Jaime Robinson, co-founder and chief creative officer at JOAN Creative, served as this year’s AICP Next Awards judging chair, as well as the master of ceremonies at the Next Awards. The AICP Next Awards is one of the tent pole events of AICP Week--which also includes the premiere of the AICP Show: The Art & Technique of the American Commercial and the AICP Week Base Camp, which features educational seminars and panels. Like the AICP Show, The AICP Next Awards are preserved in The Museum of Modern Art’s Department of Film’s state of the art archives for future generations to study, and are available for use or exhibition by the museum’s curators. All individual works and each year’s shows in their entirety can be viewed at the AICP Award Archive website here.

The AICP Next Awards recognizes work in 12 categories: Augmented Reality, Branded Content, Digital Experiences, Experiential, Influencer, Innovation, Integrated Campaign, Pre-Roll, Purpose Driven Advertising, Social, Virtual Reality/360 Video, and Viral/Web Film. The Next Awards Judging Chair and the jury presidents from each category, along with select curators at large, choose The Most Next Award (Best in Show) from among the category winners. 

In addition to unveiling the honorees during the awards proceedings, the winning Integrated Campaigns--Burger King’s “The Whopper Detour,” via FCB New York and Samsung Global’s “Samsung x Fortnite: The Galaxy Skin,” via R/GA--presented live case studies. 

A full roster of AICP Next Awards winners includes:

Next Augmented Reality

Pediatric Brain Tumor Foundation “Imaginary Friend Society AR”
Production / Development Company: Tool
Agency: RPA
Director/ Developer: Tool Innovation

Next Branded Content

HBO “Westworld: The Maze”
Production / Development Company: Xandra, Kilter Films
Agency: 360i

MGM Resorts International “Universal Love”
Production / Development Company: SMUGGLER
Agency: McCann Worldgroup
Director/ Developer: Lagan Sebert

Montefiore “Corazon” 
Production / Development Company: Serial Pictures
Agency: JohnXHannes
Director/ Developer: John Hillcoat

Next Digital Experiences

Acura “Acura ILX Quick to React”
Production / Development Company: Bullitt Branded
Agency: MullenLowe Group
Director/ Developer: Spiro Razatos

Netflix “Talk to the Reasons - 13 Reasons Why” 
Production / Development Company: Moth + Flame
Agency: Moth + Flame
Director/ Developer: Kevin Cornish

Samsung Global “Samsung x Fortnite: The Galaxy Skin”
Production / Development Company: R/GA
Agency: R/GA

Next Experiential

Burger King “The Whopper Detour”
Production / Development Company: O Positive
Agency: FCB New York
Director/Developer: Jonathan Klein

McDonald’s “The Flip”
Production/Development Company: Sanctuary Content
Agency: We Are Unlimited
Director/Developer: Elle Ginter

Next Influencer

Samsung Global “Samsung x Fortnite: The Galaxy Skin”
Production / Development Company: R/GA
Agency: R/GA

Thomson Reuters “Unboxing The Truth : Sneakers”
Production / Development Company: TBWA\Chiat\Day, The Shoe Surgeon
Agency: TBWA\Chiat\Day
Director/ Developer: TBWA\Chiat\Day, Design by Disruption

Next Innovation

HBO “Westworld: The Maze”
Production / Development Company: Xandra, Kilter Films
Agency: 360i

Truth Initiative, Ad Council, Office of National Drug Control Policy “Treatment Box”
Production / Development Company: m ss ng p eces
Agency: 72andSunny
Director/ Developer: Tucker Walsh, Mike Woods

Next Integrated Campaign

Burger King “The Whopper Detour”
Production / Development Company: O Positive
Agency: FCB New York
Director/ Developer: Jonathan Klein

Samsung Global “Samsung x Fortnite: The Galaxy Skin”
Production / Development Company: R/GA
Agency: R/GA

Next Pre-Roll

GEICO “80s Kids”
Production / Development Company: Dummy
Agency: The Martin Agency
Director/ Developer: Harold Einstein

Xfinity “Data in Dollars”
Production / Development Company: THINKING MACHINE
Agency: Goodby Silverstein & Partners
Director/ Developer: Docter Twins

Next Purpose Driven Advertising

McDonald’s ‘The Flip”
Production / Development Company: Sanctuary Content
Agency: We Are Unlimited
Director/ Developer: Elle Ginter

Shiseido “My Crayon Project” 
Production / Development Company: Taiyo Kikaku Co., Ltd
Agency: R/GA Tokyo
Director/ Developer: Bob Mackintosh, Niklas Lilja, Ryichi Hasegawa

Next Social

March For Our Lives “Price On Our Lives” 
Production / Development Company: McCann New York
Agency: McCann New York

Pernod Ricard “The Time We Have Left”
Production / Development Company: Tesauro
Agency: Leo Burnett Madrid
Director/ Developer: Felix Fernandez de Castro

Shutterstock “Fyrestock”
Production / Development Company: Bandit Edit NY
Agency: DiMassimo Goldstein
Director/ Developer: Mike McCabe

Next Viral/Web Film

Montefiore “Corazon”
Production/Development Company: Serial Pictures
Agency: JohnXHannes
Director/Developer: John Hillcoat

Squarespace “Make It with Idris Elba”
Production / Development Company: MJZ
Agency: Squarespace
Director/Developer: Spike Jonze

The AICP Next Awards Curatorial Committee comprised the following jury presidents: Jeff Miller, Snapchat, Augmented Reality; Scott Donaton, Digitas, Branded Content; Richard Ting, R/GA, Digital Experience; Omid Farhang, Momentum Worldwide, Experiential; Mae Karwowski, Obviously, Influencer Marketing; Allen Mask, Sonos, Innovation; Tiffany Rolfe, R/GA, Integrated Campaign; Karen Costello, The Martin Agency, Pre-Roll; Kwame Taylor-Hayford, SATURDAY MORNING, Purpose Driven Advertising; Dan Lucey, JOAN, Social; Kerstin Emhoff, PRETTYBIRD, Viral/Web Film; and Mike Woods, m ss ng p eces (VR/360 Jury President). Joining these jury presidents were curators at large Andrew Keller, Facebook Creative Shop; Jeff Kling, Lightning Orchard (2016 AICP Next Awards judging chair); Vivian Rosenthal, FREQUENCY; and Winston Binch. 

Sibling Rivalry created the staging, opening sequence and graphic navigation for the AICP Next Awards premiere, and Yessian provided the music. A series of films featuring the Jury Presidents and Curators offering insights into the winning work and the industry at large were shown during the presentation of the Next Awards. They were directed by Harrison Boyce of Sibling Rivalry.

Credits:

Client Pernod Ricard/Ruavieja Agency Leo Burnett Madrid Juan Garcia-Escudero, general creative director; Gaston Guetmonovitch, Daniel Saenz, creative directors; Juan Frias, art director; Inigo Rivera, strategic planning; Victor Cruz, producer. Production Tesauro  Felix Fernandez de Castro, director; Pancho Alted, exec producer; Susana Boix, producer. Recording Studio Serena

Credits:

Client Truth Initiative, The Ad Council Agency 72andSunny Garrett Jones, creative director/designer; Nate Virnig, Peter Albores, creative directors/writers; Garrett Combes, designer; Chase Hilton, writer; Marc Pardy, strategy director; Carlin Wilson-Webb, Jim Haight, executive film producers; Annie Dietz, film producer. Production m ss ng p eces Tucker Walsh, director; Ari Kushnir, Brian Latt, Kate Oppenheim, managing partners; Dave Saltzman, Edward Grann, exec producers; Kathryn Berk, supervising producer;  Rebecca Davis, head of production; Mike Woods, director of immersive; Tristan Nyby, DP. Casting Dina Buglione, casting director. Editorial Whitehouse James Dierx, editor. Postproduction Carbon Jordan Stricklin, post producer. Music Butter Music+Sound, bicoastal Vlad Berkhemer, music composer; Annick Mayer, music producer. Sound Design Lime Sound Design (LSD), Santa Monica, Calif. Michael Anastasi, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Michael Agostino, mixer.

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