At a time when we appear to have a greater capacity than ever to express ourselves and make our own decisions, Seagram's Gin presents an uncomfortable reflection about all the times that, without us even realizing, algorithms, data, editorial content, brands, opinion leaders or society in general, are actually deciding for us.

In addition to the audio-visual piece shot in the New York subway, we expanded the concept with a digital campaign based on audiences and interests. Taking advantage of available data, we created over 50 unique and micro-segmented pre-rolls to generate a constant dialogue with the public.

The campaign is based on honesty. Recognizing that Seagram's Gin, as a brand, is also part of the system. Because maybe by understanding that we are never really free, is the only way to become free.

In a time when we appear to have more opportunity to express ourselves and make our own decisions than ever before, Seagram’s Gin - the gin inspired by New York, the city of freedom – set out to question who is really behind the decisions that we make.

To convey our concept, apart from launching a first online piece of 60" where we launched the main concept Who decides what you live? we hacked the system from within to show people what brands like Seagram's Gin can do to influence our opinion. And we did it- using a campaign based around interests and audiences - where we took advantage of online data to create a constant dialogue with the public.

Through an extensive program-driven campaign, we produced more than 50 unique pre-rolls and micro-segments for You Tube that directly referenced the video that our users would see afterwards. As well as a wide range of messages for social networks, such as Tinder, Instagram, LinkedIn… and media, digital press, fashion magazines, lifestyle... that were modified according to the user's interests or social platform.

The campaign was not limited to the virtual environment. So, we created unique messages with uncomfortable data that demonstrated once again how we are conditioned, adapted to real environments such as shopping malls, restaurants and shops in Madrid, Barcelona, Sevilla, Valencia and Bilbao.