STATEMENT: Ruavieja brings you another emotional Christmas campaign

(Information sent by the signatory company).

STATEMENT: Ruavieja brings you another emotional Christmas campaign

(Information sent by the signatory company)

- The liquor brand has launched its long-awaited Christmas campaign based on the scientific finding that confirms that our life passes before our eyes just before we die.

MADRID, November 30, 2023 /PRNewswire/ -- The important Galician liquor brand Ruavieja has launched "The movie of your life", its Christmas campaign designed by TBWA\Spain, the creative agency directed by Juan García-Escudero. The project, which is inspired by a scientific discovery made by neurosurgeon Ajmal Zemmar, aims to encourage people to reflect on life and the importance of all those moments that together make up each person's story.

A campaign based on a scientific discovery

Renowned neurosurgeon Ajmal Zemmar, a physician and assistant professor at the University of Louisville, and his team witnessed a remarkable serendipitous event: the first recording of a person's brain activity in the final seconds of their life.

The result confirms the theory that life passes before our eyes when we die. This finding was reported in the study published in the journal Frontiers in Aging Neuroscience in 2022.

Eight people, a life experiment

Ruavieja has taken advantage of this discovery to create its Christmas campaign, which has a powerful message: a person's story is made up of shared moments that will be remembered at the end.

To represent this in a tangible way, eight people participated in a unique experiment: making "the movie of their life." They were called without knowing that they were about to live a unique experience: seeing a great projection of what a movie of their lives would be like right now. A compilation of the most important moments of their existence, with something in common for all participants: the protagonists of the film were their loved ones.

Ruavieja then captured the moment they saw the film, as well as their reactions, reminding us of the importance of spending time with the people we love.

The campaign takes the spirit of the iconic 2018 “We Need to See Each Other More” campaign and ends with the same tagline, reminding us to prioritize what really matters in life.

The ad was designed by the TBWA\Spain agency directed by Juan García-Escudero and directed by Félix Fernández de Castro. The "soundtrack of their lives" was composed by renowned composer Fernando Velázquez, winner of Goya and Latin Grammy awards, with an original song for the videos and the project.

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