Fancy: Creative Director's Choice: Erica Fite of Fancy on how Ruavieja's social experiment moved her

Creative Director's Choice gives creative directors a chance to highlight the work they think is the best out in the ad world - the ads and campaigns they believe are making a difference.This week, creative agency Fancy's co-founder and co-chief creative officer Erica Fite talks about how Pernod Ricard's herbal liquor Ruavieja and its social experiment gauging how much time we actually spend with friends and loved ones impacted her relationships.Erica Fite, co-founder and co-CCO at Fancy Loading...Like so many people, I left my parents, extended family, and hometown to go away to college, then relocated for adventure and a job. This has been followed by time away from my own children/friends/loved ones as I travel for work, work too much, attend events, etc. Though I miss them, achingly sometimes, I know that they are there for me and I keep myself sane with the plan that someday, sometime soon, I will spend more quality time with them.This video, by Leo Burnett Madrid for Ruavieja, turned that achy feeling into a sharp pang in my gut. The social experiment shows friends and loved ones together, acknowledging how much they care about each other and how much they love to be together. The video then shows a scientific calculation of just how little time these people will have with each other in the future (and contrasts it with the massive amount of time they will spend on devices). The combination of a strong emotional premise, the desire to be with the ones we love and an equally strong scare tactic - we will die without seeing them much - may just be a magical behavior-changing recipe. This video got me thinking more about my parents across the country, who I never see enough, and my kids, who I rarely sit down with, and all the other people (nearby friends included), that I love and seldom see other than digitally. Would I use the online tool to calculate how much time I have left with them? No way, I don't have the stomach for that truth. But I am looking forward to traveling to Seattle more frequently to see my mom and dad, and having many more dinner parties, hang-out sessions, and face-to-face contact. And sooner than someday, sometime. Erica Fite is co-founder and co-chief creative officer at New York creative agency Fancy.To see the latest creative ads and campaigns, visit The Drum's Creative Works section. If you would like to feature a creative director in our Creative Director's Choice, please contact Creative Works editor Kyle O'Brien.See the work by clicking on the Creative Works box below.: '#WeHaveToSeeMoreOfEachOther'Agency:Client:Date: December 2018Leo Burnett Madrid's holiday campaign for Ruavieja has gone viral in the country.The campaign, 'Tenemos Que Vernos Mas' (translated to: We Have To See Each Other More), features real people who discover exactly how much time they have left to spend with a loved one, driving home how much time we spend on our screens instead of the people we care about most. The calculating tool is accessible to the general public at www.tenemosquevernosmas.com, as a way for everyone to experience how a simple statistic can effectively change our behavior.The four-minute film has already garnered more than 12m views on YouTube, 1.3m views on Twitter with 2.5k retweets, nearly 685k views on Facebook with 17k shares and has been featured in nearly every major news outlet in the country.Leo Burnett Madrid creative director, Juan García-Escudero, said: "The best ideas are those capable of changing behaviors and sometimes even the way we live. If we can get people to do all they possibly can to see more of each other, we will have done something worthwhile."Credits: - Agency: Leo Burnett- Advertiser: Pernod Ricard- Product: Ruavieja.- Sector: Liqueurs- Client contact: Maria Prados, Kerman Romeo, Miguel Angel Pascual and Telmo Pagalday- General Creative Director: Juan García-Escudero- Creative Directors: Gaston Guetmonovitch and Daniel Sáenz- Art Director: Juan Frías- Account Manager: Laura Gutierrez- Account Supervisor: Clara Hernangómez- Strategic Planning: Iñigo Rivera- Advanced Analytics: Publicis Media- Agency Producer: Victor Cruz- Production company: Tesauro- Director: Felix Fernandez de Castro- Executive Producer: Pancho Alted- Producer: Susana Boix- Recording studio: Serena- Media agency: MediacomTags: Spain Video of Ruavieja Commercial 2018 (English subs): #WeHaveToSeeMoreOfEachOther Video of Anuncio Ruavieja 2018 - Tenemos que vernos más Loading...