WHO DECIDES WHAT YOU LIVE?
X SEAGRAM’S GIN
At a time when we apparently have more opportunity to express ourselves and make our own decisions than ever before, we presented an uncomfortable idea to Seagram's Gin to transmit it. A struggling reflection about all those times when, without realizing; data, algorithms, editorial content, brands, opinion leaders and society in general are making decisions for us. This is why we wanted to continue buliding the posicioning of Seagram's as the gin inspired by the city of freedom. So we went into the New York subway and made an audiovisual piece that allowed us to start the conversation about "Who decides?"
“Quién decide lo que vives?” - Spanish VO.
“Who decides what you live?” - English VO.
We amplified the message with a campaign based around interests and audiences, where we took advantage of data to create a constant and relevant dialogue with the public.
All over Spain we launched our "Who decides?" questions in outdoor and digital advertising. We were in shopping malls, cinemas, newspapers, magazines, Spotify playlists, banner ads and we were even on Tinder asking "Who decides the person you are looking for?"
And we also did an extensive programmatic-based campaign with more than 50 unique, micro-targeted pre-rolls on YouTube, which appealed directly to the video that users were going to watch next.
“Almost 10% of users have uploaded a photo of one accommodation when they were actually staying in another. ”
“A single Instagram post can influence 75% of purchases. ”
“Algorithms already pick more candidates than any human resources department. ”
“Almost 40% of couples meet on the Internet.”
“Fake news is 70% more likely to be shared than truthful news. ”
Case Study - Seagram’s Gin Campaign
&ROSÀS (2019)
CSO: Jordi Rosàs, CCO: Isahac Oliver
Copywriter: Pol Martínez
Head of Art: Xavi Mauri
Producer: Jordi Solé
Director: Nacho Gayán
Prod. Company: Agosto
Post: Glassworks
DOP: Manel Ruiz
Music: Trafalgar
Edit: Arnald Viladomat