WE HAVE TO SEE MORE OF EACH OTHER

RUAVIEJA - Pernod Richard

How much time will you spend with your loved ones in life?

In a world where digital distractions consume our lives, Ruavieja launched a data-driven wake-up call to prove that we are literally running out of time to spend with the people we love. By using a sophisticated algorithm based on official statistics, we allowed users to calculate exactly how many days they had left to see their friends and family face-to-face. The results were heart-wrenching and undeniable. What started as a local experiment became a global phenomenon, sparking a massive social conversation and becoming the most awarded Spanish campaign in history (2018). It transformed a brand of herbal liqueur into a catalyst for human connection, reminding us that "the more we see each other, the better."

Awards

Cannes Lions – Gold - Creative Strategy, 2 Silvers, 1 Bronze, 15 Shortlists

Ojo de Iberoamérica – BEST IDEA - Spain, Grand Prix - Content, Grand Prix - Integrated Campaign, Grand Prix - Creative Data, 14 Golds, 2 Silvers, 1 Bronze

El Sol – 1 Platinum, Grand Prix - PR, Grand Prix - Branded Content, 10 Golds, 6 Silvers

One Show – Silver - Creative Effectiveness, 1 Merit, 1 Shortlist

D&AD – Wood Pencil - Impact, 3 Shortlists

Effie – Gold - Best Product/Service, Silver - Brand Purpose

LIA – Gold - Digital, 4 Silvers, 3 Bronzes, 2 Finalists

CLIOS – 3 Golds, 1 Silver, 1 Bronze, 1 Shortlist

ANDYS – Gold - Idea

Next Awards (MoMA) – Best in Show

Best Awards – Grand Prix - Best Digital, Grand Prix - Best Integrated, 6 Golds

CdeC – Gold - Idea, 2 Bronzes

Gerety Awards – 3 Silvers

British Arrows – 2 Shortlists

FAB – 1 Gold, 3 Silvers

THE UNCOMFORTABLE NUMBER

We knew what we needed to provoque a behaviour change we needed to create a create a bulletproof algorithm agains sceptics. Thus, we gathered data from the National Institute of Statistics on life expectancy as well as studies related with the likelihood of maintaining the frequency of our encounters over time. From this we created a fairly accurate tool that predicted how much time you had left someone in terms of days and hours.

This tool was released to the public in the format of a website.