ESCAPE
RUAVIEJA - Pernod Richard
Break out of your prison
Most people believe they don’t see their loved ones because of a lack of time, but the reality is much harsher: we are prisoners of our own excuses. To bring this insight to life, Ruavieja created "Escape," a cinematic metaphor where the protagonist struggles to break out of a high-security prison built from the very justifications we use to avoid human connection. The campaign launched with a film that visually manifested these internal barriers, which was further amplified through a digital platform. On the website, audiences could watch intimate interviews with real people discussing their own "personal prisons"—from pride and shyness to ego and excessive discipline—forcing a mirror onto society and reminding us that the only way to truly be free is to stop making excuses and start seeing each other.
Awards
One Show – 1 Merit
El Sol – 2 Shortlists
Additional Content
We created a website with the help of psychologists to invite the audience to find out what kind of personal prison they were locked in and to het some tips on how to get free from them - Instability, Routine, Pride, Shyness and Discipline.
The content bellow is a series of interview with real people that suffered from this personal prisons where they tell the experience they had and how they got free from them. This content was also available on our website to inspire the audience to look for a change in their behaviours.