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2020 One Show - Moving Image Craft

Escape

Agency Leo Burnett / Madrid + Blur / Madrid + The Lobby / Madrid + Pernod Ricard / Madrid

Client PERNOD RICARD - RUAVIEJA
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Annual ID

OS_MI20_081M

About the Work

Ruavieja is a small Pernod-Ricard liquor brand with a clear purpose: to make people see each other more often. This year, we asked ourselves: Why do we usually say "let me see if I can escape and go to see you" if we are not jailed in a prison? It's strange, but even when nothing prevents us from going to see other people, we still feel we can't. We investigated this together with psychologists, and discovered that we usually put ourselves in mental prisons that don't allow us to go and see others. Prisons like duties, discipline, procrastination, pride, laziness, shyness o self-confidence. Prisons that are not real, they only exist in our minds. To escape from them, we just need to realize that they exist and that its door is always open. It is just a matter of establishing clearly our priorities. So we created an encouraging campaign showing how easy and rewarding it is to escape to see your loved ones. And also, together with a psychologist, we created a simple test to discover in which prison a person could be locked in, and shared real stories of those who managed to escape from their own mental prisons.