DOWN.
01. BRIEF
Ruavieja needed to regain visibility, consideration, and sales after a decline in awareness of its flagship products.
To do so, it had to connect emotionally with the public and reinforce its brand purpose: fostering human connections.
02. INSIGHT
We live in an era dominated by immediacy and multitasking, which impoverishes our personal relationships.
However, the after-lunch conversation, a tradition rooted in Spanish culture with food at its center (called “Sobremesa”), offers a natural space to slow down and reconnect with others, becoming a refuge from the dizzying pace of modern life.
03. IDEA
Launch “La sobremesa nos desacelera” (La sobremesa slows us down), a campaign focused on generating digital conversation about the impact of the frenetic pace of our lives.
Through audiovisual content on YouTube and social media, the public was invited to reflect on whether we really gain time by living at such a fast pace.
The campaign culminated in “La Pausa” (The Pause), an immersive experience where influencers and attendees explored the contrast between extreme speed and the calm of after-dinner conversation, promoting a change in perspective on the value of these shared moments.
04. EXECUTION
05. CREDITS
Date: Jun 2023
Client: Pernod Ricard
Brand: Ruavieja
Industry: Spirits
Country: Spain
Agency: Darwin & Verne
Creative Direction: Pablo Mendoza
Juan Vargas
Prod. Company: BeSweet
Director: Guillermo Madurga
DOP: Octavio Arias
Color: Xavi Santolaya
Original Music: José Battaglio