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.
CreditsClient 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
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More