TO SEE MORE
OF EACH
OTHER.
01. BRIEF
Ruavieja, as a liqueur brand that promotes human connection, seeks to differentiate itself in an environment where digitalization has weakened personal relationships.
Faced with competition and the challenge of not only communicating its purpose but also realizing it, the brand needs an action that reinforces its message and motivates people to reconnect.
02. INSIGHT
Many people have groups on messaging platforms that were once active and meaningful, but have since become inactive over time.
This phenomenon reflects how digitalization has replaced real encounters with superficial interactions, creating a sense of emotional disconnection.
03. IDEA
To encourage reconnection, Ruavieja proposes a simple and symbolic action: changing the name of these inactive groups to its brand slogan, “We have to see more of each other.”
Thus, “A Group to See More of Each Other” was born, an initiative that seeks to turn a simple digital gesture into a real motivation to reconnect, reinforcing the brand's purpose of bringing people together.
04. EXECUTION
05. CREDITS
Client: Pernod Ricard
Brand: Ruavieja
Industry: Spirits Drinks
Country: Spain
Agency: Darwin & Verne
Creative Direction: Pablo Mendoza
Creative Team: Mikel Berasaluce
Tomás Cárdenas
Prod. Company: Visual Noise
Director: Pablo Mendoza