Article

25 January 2022

We Have to See More of Each Other 

Discover how a Spanish liquor brand boosted sales by pulling at heartstrings in this emotional talk from our annual event

If ‘high emotional arousal’ is the type of marketing language that turns you on, then watch this talk from Most Contagious 2019 to discover how Ruavieja’s tear-jerking campaign transformed the fortunes of an unassuming, undifferentiated Spanish liqueur brand.

Gaston Guetmonovitch, creative director, Juan Frías, art director, as well as Daniel Saenz, creative director, (all from Leo Burnett, Madrid) delivered an impassioned talk on how they created the most-watched ad in Spanish history and describe how they came up with a data-driven concept that got a whole country talking – and crying.

This talk was taken from our Intelligence tool, Contagious Online. To find out how Contagious can help you learn from the best minds in the business, click here.

This article was downloaded from the Contagious intelligence platform. If you are not yet a member and would like access to 11,000+ campaigns, trends and interviews, email [email protected] or visit contagious.com to learn more.