Like to think about how much longer you have to live? Of course, you don’t. We all pretend that we have all the time in the world to do the things that are important to us. And these days too many of us waste too much of that time in front of a screen instead. But Leo Burnett Madrid has just demonstrated in its Christmas campaign for Pernod Ricard liqueur, Ruavieja, that what’s really important to us are the people we care about. We just don’t spend very much time with them.
The campaign film, a social experiment in which Ruavieja and Leo Burnett calculate for people how much time they have left to spend with the most important friend they have, has gone wildly viral in Spain. As it deserves to. The film received 7.8m views in just three days and according to Leo Burnett Madrid creative director, Dani Sáenz, is being shared abundantly on WhatsApp. It will probably make you cry. As it should. It might even make you change your behaviour. That would be a very good Christmas present from you to you indeed.
Because, based on current behaviour, the amount of time you’ll get to spend with your best friend is probably measurable in just days.
In contrast, the amount of time in the next forty years that the average person will spend watching TV is 6 years. On the internet, 8 years. Watching a screen, 10 years.
Changing behaviour achieves the goal that Leo Burnett and Pernod Picard set for the campaign. This one isn’t meant to simply “celebrate” the holiday season. Or remind us of the joy that tradition tells us Christmas brings. Included in the campaign is a website where you can calculate how much time you have left to spend with your loved ones. Ouch.
Agency: Leo Burnett Madrid
Executive Creative Director: Juan García-Escudero
Creative Directors: Gaston Guetmonovitch & Daniel Sáenz
Art Director: Juan Frías
Account Manager: Laura Gutierrez
Account Supervisor: Clara Hernangómez
Strategic Planning: Iñigo Rivera
Advanced Analytics: Publicis Media
Agency Producer: Victor Cruz
Production company: Tesauro
Director: Felix Fernandez de Castro
Executive Producer: Pancho Alted
Producer: Susana Boix
Recording studio: Serena
Media agency: Mediacom
Client: Pernod Ricard (Ruavieja)
Client team: Maria Prados, Kerman Romeo, Miguel Angel Pascual & Telmo Pagalday