Ruavieja: The Time We Have Left Together
Ruavieja, a Spanish liqueur brand, needed to increase brand relevance and sales during the competitive Christmas season. They aimed to connect with a broad adult audience by fostering a deeper emotional bond, encouraging them to value and act on shared moments with loved ones.
Creative Idea
The campaign calculated and revealed the finite time people had left with loved ones.
Ruavieja calculated the remaining time people had with loved ones based on survey data, presenting this sobering number to encourage them to spend more quality time together, thus making a liqueur brand a catalyst for meaningful human connection.
Creative Strategy Deconstructed
Company
Ruavieja, a brand associated with after-dinner gatherings, could credibly deliver a message about shared moments.
Category
Liqueur advertising typically focuses on celebration or indulgence, not existential reflection or emotional urgency.
Customer
People felt a latent anxiety about not spending enough quality time with those they truly cared about.
Culture
A cultural shift towards valuing experiences and genuine connection over material possessions was gaining momentum.
Company
Ruavieja, a brand associated with after-dinner gatherings, could credibly deliver a message about shared moments.
Category
Liqueur advertising typically focuses on celebration or indulgence, not existential reflection or emotional urgency.
Strategy:
Quantify the unquantifiable human experience to provoke a re-evaluation of priorities and foster deeper connections.
Customer
People felt a latent anxiety about not spending enough quality time with those they truly cared about.
Culture
A cultural shift towards valuing experiences and genuine connection over material possessions was gaining momentum.
Strategy:
Quantify the unquantifiable human experience to provoke a re-evaluation of priorities and foster deeper connections.
Results
The campaign sparked a global conversation in just 24 hours. Almost 1 million people visited the website from 194 different countries. The campaign inspired memes and parodies. A Chilean TV channel dedicated 1 hour of airtime to discussing it. According to Google, "We have to see more of each other" became the most watched and shared Spanish ad in history. The brand decided to abandon its media plan and instead channeled the cash into financing thousands of bus tickets to facilitate reunions between people. This resulted in 17.5 million views, 310 thousand shares, and a +52% sales increase for Ruavieja.
+52%
sales increase
17.5M
views
194
countries with website visits
Strategy Technique
Make the Invisible Visible
The campaign quantified the often-unacknowledged truth of finite time with loved ones. By making this invisible reality visible, it created a profound emotional impact and spurred action.
Explore Technique
Creative Technique
Conduct an Experiment
The campaign conducted a social experiment, calculating the finite time individuals have left with their loved ones. This stark revelation served as a powerful emotional trigger, urging people to prioritize meaningful connections.
Explore Technique
Craft Breakdown
The campaign's exceptional craft lies in its innovative use of technology to generate deeply personal data, which then served as a catalyst for profoundly authentic human emotion, expertly captured on film and distilled into a powerful, memorable message.
The sophisticated algorithm developed to personalize and calculate the exact, finite time individuals had left with loved ones was the technical backbone, making the emotional premise tangible and data-driven.
The campaign's profound emotional resonance relied entirely on the genuine, unscripted tears and raw reactions of real participants, whose authentic performances became the compelling core of the advertisement.
The intimate and empathetic lensing of the participants' emotional journeys and reactions was expertly handled, ensuring that every tear and expression conveyed the profound weight of the data with authenticity.
The simple yet incredibly powerful and memorable tagline, 'We have to see more of each other,' masterfully distilled the campaign's complex emotional insight into an actionable and widely adopted message.
The campaign's magic stems from the seamless integration of a data-driven technological algorithm with the authentic, unscripted human emotion it elicits, expertly captured through film and distilled into a memorable call to action.
