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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Ruavieja Holiday Campaign Asks How Much Time You Have Left with Loved Ones

Leo Burnett Madrid creates an emotional holiday campaign for the Pernod Ricard liquor brand

This holiday season, Leo Burnett Madrid and Ruavieja capture a stark reality to share one simple message.

The four-minute film, “We Have to Spend More Time Together,” follows several pairs of people—longtime friends, parent and child, life partners—as they reconnect and reflect on how often they see each other—and then learn how much time that actually amounts to for the rest of their lives. Their reactions are emotional as they realize the numbers are nowhere near what they expected.

As part of the campaign, Ruavieja and Leo Burnett created a tool for calculating the time we have left to spend with the people we love. Hosted on an experiential website,, the algorithm raises awareness of how valuable our relationships really are.

“The best ideas are those capable of changing behaviors and sometimes even the way we live,” said Leo Burnett Madrid creative director Juan Garcia-Escudero. “If we can get people to do all they possibly can to see more of each other, we will have done something worthwhile.”

For Ruavieja, the goal of the campaign was to encourage people to see each other more, not just for brief holiday visits. “We’re convinced that a society where people care about how they bond with others is a better place to live in,” said brand manager Kerman Romeo.

With this work, Leo Burnett Madrid shakes viewers from the inertia of their daily lives, calling attention to how much time we spend caught up in audio-visual content, and how little time we spend being present with each other.

The call to action is clear: #WeHaveToSeeMoreOfEachOther.

November 29, 2018