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Leo Burnett Company, Limited
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Madrid

Leo Burnett Madrid Wins Highest Honor at 2019 AICP Awards

The creative campaign for Ruavieja, “The Time We have Left” was honored with the Most Next Award.

Leo Burnett shined bright at the 2019 AICP Awards, winning the Most Next Award—AICP’s equivalent to Best in Show.

Leo Burnett Madrid brought home the prestigious honor for its acclaimed Ruavieja campaign, “The Time We Have Left.” For the campaign, Leo Burnett created a tool for people to calculate how much time they have left to spend with their loved ones. In a moving short film, audiences witness the emotioin as longtime friends and family members find out how little time left there actually is to be together.

“Today, technology plays a fundamental role in bringing us closer together, but it can also become a substitute for real connections and face-to-face interactions,” said Mark Tutssel. “Creativity is the greatest tool we have to affect real change in the world and the ability to change human behavior is the greatest achievement in our industry. It’s a true honor to celebrate our colleagues in Madrid for the enormous success of ‘The Time We Have Left,’ reminding all of us of the incomparable value of human connection.”

“The Time We Have Left” is the most watched and shared Spanish ad in history. It was selected from across all category winners for the top prize for its emotional impact and ability to effectively change human behavior.

“This is a campaign that has connected with people in a way we’ve never seen before and the real stories that we’ve learned about people radically changing the way they manage their time after seeing the campaign – or even changing the country they live in to be closer to their loved ones – are a testimony to the impact it has had in people’s lives and is the biggest gift we could’ve ever hoped for,” said Juan Garcia-Escudero, Leo Burnett Madrid chief creative officer.

As part of its Most Next prize, Leo Burnett Madrid received a $5,000 grant from the AICP Foundation to direct to an educational institution of its choosing. The agency selected Florida-based Reboot & Recover, whose mission is to help people reduce their screen time by providing solutions for balanced living in a technology-driven world.

Additionally, all AICP Next Award winners are preserved in the archives of The Department of Film at The Museum of Modern Art.

Since its debut, “The Time We Have Left” has received more than a dozen accolades across the ANDY, FAB, D&AD, The One Show, British Arrows and several other national and international awards organizations.