Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. These “books,” which can be “loaned” for a conversation, offer the opportunity to discuss with others and will be available at a series of events and festivals across the UK this summer. This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a … Not only promoting this positive message externally, Heineken will be holding “Mix it up” sessions which will give its staff the opportunity to get to know people in the company they have not met before. Heineken’s ‘Worlds Apart’ campaign is among the most striking advertisements of recent years. The first phase was all about creating awareness around the topic. Heineken: Worlds Apart. The hitch is: They don’t know that they have fundamentally opposing political views. However, we operate in a very crowded market so I think we have an opportunity to further drive top of mind awareness and continue to grow. We have 40 million views across the different social platforms right now and 91% of all sentiments are positive. 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. Muffe Vulunz (Extreme body modified) – Heineken Open Your World campaign launch with The Human Library, a not-for-profit organisation that uses conversation to challenge stereotypes, in Covent Garden, London. Secondly, it’s crucial to have a clear role for your product. We see challenges more as opportunities. I think it is important, especially these days when there are so many brand messages out there. Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. Our tagline has been Open Your World for years and we saw that there was a place for us to inspire people to look for common ground, have real discussions face-to-face and really look for more understanding, even if they don’t agree with the other point of view. For the first portion of the experiment, each pair worked together to build a table and bar stools. Once the participants had completed the challenges, the brand revealed their opposing opinions and gave them the option to either walk away or stay and discuss their differences over beer. Heineken believes brands should “hit the right tone and play the right role” when launching a purpose-led campaign, and be realistic about what can be achieved. We wanted to talk about this topic but we wanted to make sure we were in a position that allowed us to talk about it. As a brand, it’s really about openness, diversity and crossing borders. Heineken is over 150 years old. So whenever something that isn’t the same as our beliefs happens, we are shocked. Tell me more about the research you did with Dr. Chris Brauer. For the first portion of the experiment, each pair worked together to build a table and bar stools. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. So we realised that if we are able to create more of these, people will be able to be more accepting. A fter a string of controversy resulted from recent ads released by Pepsi and SheaMoisture, a new commercial by Heineken seems to have hit the right note among consumers. Sometimes, it’s easy to start talking about things that could feel a bit far away from your brand. It features three sets of people who have completely different opinions to one another. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study (on Twitter). And still a lot of it is. The Human Library came to our offices and we did the same activity with our teams within Heineken. The social experiment, documented in a film, required strangers who had opposing beliefs on topics like feminism and climate change to work in pairs to complete a menial challenge. Cindy Tervoort, head of marketing at Heineken, said “We know we’re never going to agree on everything but there will also be common ground. Our insight was that we are not as open as we think we are, but when we find common ground, over a beer, we are more likely to open up. Our consumers are very diverse, so we targeted all of them, really. 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. Share with your network: Subscribe to the Contagious newsletter to receive a weekly dispatch of campaigns, opinions and research, curated for strategists, creatives and marketers. Rhetorical Analysis: Heineken 's Worlds Apart Ad https://www.youtube.com/watch?v=etIqln7vT4w Throughout the video the author is trying to get one message across, which is that no matter how different peoples views are and what the political climate is, people can sit down over a beer and discuss their differences without having an … Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study (on Twitter). D&AD is a global not-for-profit creative association that promotes excellence, supports creative education, and encourages diversity in the advertising and design industries. On Twitter, users can be connected, among others, by … The Pepsi ad was over-the-top and glamorously shot, the Heineken ad was simple and understated. And in order to do so, you need to talk about something that’s relevant for them. VIDEO: Heineken’s Worlds Apart Campaign – Open Your World. Heineken Worlds Apart. 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. So we felt that we can play a credible role there. By continuing to browse you are confirming that you are OK with this. from Toby Dye Plus . 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. Heineken "Worlds apart" by Publicis London. How a beer ad championing openness attracted 40 million views online. Less is More. It manages to deal with complex issues of diversity and inclusion with sensitivity, while also integrating Heineken’s product in a way that feels both organic and authentic to the situation. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. These strangers were then asked to finish an activity together, then found out that they had opposing political views. On our bottles and packaging we launched the Open Your World manifesto which explained what we’re setting out to do. In the first three weeks of the campaign we didn’t push it at all, the sharing was all organic. Learn more at: http://dandadimpact.com/. 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. Hear from global experts who work daily to produce great experiences and unravel proven insights for some of your favorite branding threads. Digital creative on the award winning Worlds Apart campaign, creating all digital and social content supporting the social experiment film. We noticed you're using an ad blocker. Contagious Business Design Centre Suite 238 52 Upper St London N1 0QH UK, Contagious 61 Greenpoint Avenue Suite 612 Brooklyn, New York NY 11222, ContagiousAvenida Manuel Bandeira, 360Vila LeopoldinaSão Paulo SP05317-020. They are people with extraordinary stories, so you can borrow a ‘book’, have a half hour conversation with them and ask them questions. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. 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. The Heineken campaign, which was created by Edelman and Publicis, London, scooped a Bronze Lion in the Cyber category at this year’s Cannes Lions festival. If so, why? It’s super simple. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. 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. 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. The brand unveiled its new ‘Open Your World’ campaign at the end of last month, which challenges Brits to break down barriers and find common ground with others who have opposing views. They're then presented with a series of challenges. 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. The only thing that we could do is look for people who are really passionate about their beliefs, feelings and emotions. Political differences, Heineken Worlds Apart Video. We made sure that the ad was really clear at the start. The company had launched the four-minute advert organically in April 2017. The campaign included the film “worlds apart” and a series of local Human Library events aimed at engaging with the public. A strong mission and … We realised that, as a brand, we can really play a role here. A wonderful example of how our differences can set us apart or if we let them, bind us together, Heineken’s Worlds Apart film provides a glimmer of hope that in the end, we are all human and all we really want is to just get along. Whether or not work on the Worlds Apart campaign predates Pepsi’s PR disaster – the production value suggests so – it was released soon enough after for the comparison to be inevitable. Whether it’s 1950, 2017, or 2027, being open lets us get more out of life. Once the participants had completed the challenges, the brand revealed … Rhetorical Analysis Of Heineken 's Worlds Apart Ad. Watch Heineken’s wonderful ad and maybe you too can #OpenYourWorld a little more. Titled “Worlds Apart: … We wanted to talk about this topic but we wanted to make sure we were in a position that allowed us to talk about it. First, it needs to be authentic. Heineken’s ‘social experiment’ ad campaign 2nd May, 2017 by Phoebe French Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with … A wonderful example of how our differences can set us apart or if we let them, bind us together, Heineken’s Worlds Apart film provides a glimmer of hope that in the end, we are all human and all we really want is to just get along. Sign in with one of your social media accounts: Register with one of your social media accounts. In the end, it’s not about pushing out your brand message anymore because people can block you at any time. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. 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. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand! A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. By continuing to use Our Sites, you agree to our Cookie Policy Learn more, A wonderful example of how our differences can set us apart or if we let them, bind us together, Heineken’s, Good Campaign of the Week: TV “All That We Share”, Brands Don’t Lose That Human Touch – Time to Get Creative, Consumers Expect Sustainability – A Strategic Imperative for Brands, Interview: A Design Retrospective, with Sue Daun, ECD, Interbrand. The video begins with a social experiment that featured pairs of real people, with opposing beliefs. Follow. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. A single network can have different types of links, or ties, which connect its users. HEINEKEN. Launched today (20 April) the Worlds Apart film puts together two real life strangers, meeting for the first time who are divided by their beliefs. Meaningful Connections. 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. In a new social experiment that effortlessly demonstrates the brand’s values, Heineken explores this very issue. Did the same as our beliefs happens, we are committed to bringing people together: this was the behind. 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