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In Spring of 2017, HEINEKEN launched its “Worlds Apart” campaign, a social experiment that paired sets of strangers with differing backgrounds, ideals and views, and invited them to first build a bar together, then discuss their differences over a cold beer. Totally understandable, but our ads are minimal, always relevant, and a great help for supporting our ongoing efforts to narrate a quality discussion around branding. Contagious uses cookies to ensure that you get the best experience on our website. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. By continuing to browse you are confirming that you are OK with this. That is until the truth is revealed via a video and their differing views on feminism, climate change, and LGBT rights are brought to light. Heineken’s campaign also includes a partnership with The Human Library, a not-for-profit organisation that challenges prejudice and stereotypes through conversations with its ‘books’ – real people with extraordinary stories (transgender, mental illness, refugee). We’re now bringing the books to festivals, such as Wilderness Festival in the UK, where people will be able to experience that. The result was a moving film that resonates on an emotional level, cutting to the core of humanity to show how we have more in common than we might sometimes think. Open your world campaign. Generations Apart – A Social Experiment by Heineken for India February 3, 2018 After the resounding success of its “social experiment” campaign, Worlds Apart, where it invited people of different political ideologies to come together and chat over a beer, Heineken has launched a new campaign, culturally customized for the Indian market. Meaningful Connections. Of course, we needed real people, not actors, but we also wanted to do it in a way in which they felt comfortable. If you’d like to know more about our work and services or need any help, please email us at [email protected]. How did you make sure the message came across as authentic and not as an attempt to jump on a current trend or topic? What are the different elements of the campaign? People’s comments have been very emotional and touching, so the campaign really resonated with a lot of consumers. Heineken "Worlds apart" by Publicis London Heineken brings together opposing sides over a beer in a film that goes some way to prove that in the end, all we really want is to just get along with each other. Sometimes, it’s easy to start talking about things that could feel a bit far away from your brand. These strangers were then asked to finish an activity together, then found out that they had opposing political views. Over the past year or so, we’ve seen many brands taking a stand on diving issues (political, social, etc.) Before the campaign, Heineken asked Dr Chris Brauer, director of innovation at Goldsmiths University, to discover if people could become more open as a result of an interaction with someone else. A single network can have different types of links, or ties, which connect its users. On Twitter, users can be connected, among others, by … DIRECTED BY TOBY DYE RSA FILMS | PUBLICIS ... Heineken UK has reported it as their most effective campaign, ever. If so, why? We wanted to make the whole experiment real and that was a risk in itself, because you don’t know what will come out of it. And it makes every story worth listening to.”. At this time, when the world is closing down a bit and things like empathy and openness are under threat, we would like to play our part in creating a more inclusive world and help more people connect over common ground. The findings showed that some of the characteristics creating common ground are tolerance, empathy, creating mutual goals and shared identities. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. Heineken Worlds Apart. Hear from global experts who work daily to produce great experiences and unravel proven insights for some of your favorite branding threads. We're doing a bit of soul-searching to better know our readers and improve your experience. Continue reading to learn more about Heineken’s Worlds Apart experiment. Please consider disabling your ad blocker or sign up/sign in before diving into our exclusive insights: © 2021 Brandium, Inc. Ltd. | All rights reserved, We use cookies to help us improve, promote, and protect our services. Beyond spreading a powerful message, what were the business objectives for Heineken? So we realised that if we are able to create more of these, people will be able to be more accepting. Video viral of the week: Heineken’s “Worlds Apart” film gets 13m views in a month June 1, 2017 by Robin Heineken latest video ad has caused a buzz on sicial media, touted as the ‘ad Pepsi wishes it made’, getting 13 million YouTube videos in a little over a month. Heineken’s “ Worlds Apart ” video is controversial marketing done right. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. In the film created by Publicis London, two strangers meet and following instructions are carefully set out for them to work together to build a bar. Heineken is one of our focus brands, so we definitely want to grow it much more, making it the favourite premium brand in the UK. In addition to this, Heineken will also be supporting a new Goldsmiths University study that explores the “Science of common ground,” led by behaviour expert Dr Chris Brauer. They are a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. If you look at our portfolio of brands, Heineken has grown by double digits in the last five years. They say that opposites attract but when it comes down to it, can we really get along with people whose opinions differ vastly from ours? There are always going to be different views and not everybody will agree with each other, of course. One of the most noticeable differences between the two ads is the simplicity and vulnerability. A single network can have different types of links, or ties, which connect its users. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. Thirdly, the campaign wasn’t so much for Heineken to express its view on the topic but to focus on people who have different opinions. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. The only thing that we could do is look for people who are really passionate about their beliefs, feelings and emotions. It features three sets of people who have completely different opinions to one another. Titled “Worlds Apart: … In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. We have seen messages like ‘We should really talk more’, ‘listen more’ and so on, which is exactly the message that we wanted to bring across. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. Maybe you too can # OpenYourWorld campaign is aptly titled Worlds Apart that was a fantastic fit critical part the... 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