Tenemos que vernos más ("We Have to See More of Each Other")

Why it works

An obscure Spanish herbal liqueur made one of the most shared Christmas films of 2018 by doing some unsettling arithmetic. In Leo Burnett Madrid's four-minute film, real friends and relatives say how often they meet and how old they are, then learn how much time, statistically, they have left together; the answers are painfully small. A companion website let anyone run the same calculation, built on official Spanish life-expectancy data. Ruavieja launched online first, with a day on YouTube's homepage and pre-roll, and moved to television only after five or six days, by which point the film had six million views. It is studied as a data idea in which the number itself is the emotional hook, and as a small brand outmanoeuvring the big Christmas advertisers. The agency reported more than 11 million views and half a million completed calculations, and it was Spain's most-watched YouTube ad that November. At Cannes in 2019 it won Gold in Creative Strategy and Silvers in Social & Influencer and Creative Data.