Top Spot Of The Week: Leo Burnett Madrid, Ruavieja Calculate The Value of Time With Loved Ones This Xmas Season


Robert Goldrich
Friday, Dec. 7, 2018


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We are gradually getting used to a lifestyle full of surprising facts and figures where we consume more audio-visual content than ever before, have tripled mobile device usage in just six years and make most of our contacts with other people on social networks. But in the process, we spend less and less time with our loved ones.

What if we could calculate how much time we have left to spend with the people who we care about most? How would our attitude towards life change? How would our personal relationships change? Would we really make a point of “seeing more of each other”?

Liqueur company Ruavieja has presented a tool capable of calculating the time we have left to spend with the people we love. It is essentially an algorithm that can raise awareness about the need to see more of each other through a simple calculation and with data based on statistical information from different sources such as the National Institute of Statistics, the Interactive Advertising Bureau (IAB), and from studies like the AEVI Videogame Industry Yearbook and Mary Meeker’s 2018 Internet Trends Report for Kleiner Perkins Caulfield & Byers (KPCB). 

This calculating tool available online has translated into Leo Burnett Madrid’s Christmas campaign for Ruavieja, “Tenemos Que Vernos Mas” (translated to: “We Have To See Each Other More”)--the centerpiece of which is this video featuring real people who discover exactly how much time they have left to spend with a loved one, driving home how much time we spend on our screens instead of the people we care about most. 

Juan García-Escudero, Leo Burnett Madrid creative director, said, “The best ideas are those capable of changing behaviors and sometimes even the way we live. If we can get people to do all they possibly can to see more of each other, we will have done something worthwhile.”

The video was directed by Felix Fernández de Castro of production house Tesauro.


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

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