Contagious uses cookies to ensure that you get the best experience on our website. We wanted to understand whether we can really create more openness and how would that work. They're then presented with a series of challenges. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. VIDEO: Heineken’s Worlds Apart Campaign – Open Your World. 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). 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. 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. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. It features three sets of people who have completely different opinions to one another. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. Internally, our team is also very proud and really happy with the outcome. 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. How did you come up with the idea for Worlds Apart? Step 1: Agree with our terms and conditions: Step 2: Choose your preferred social media account: Step 3: Enjoy our premium branding insights! So whenever something that isn’t the same as our beliefs happens, we are shocked. We spoke to Cindy Tervoort, head of marketing at Heineken UK, about the challenges and opportunities for brands associated with taking a stand in an increasingly polarised world. Heineken "Worlds apart" by Publicis London. If I look at our brand, we have been championing openness and diversity for years, and our products are touching millions of people every day, so I think we can definitely make our mark. Sign in with one of your social media accounts: Register with one of your social media accounts. A single network can have different types of links, or ties, which connect its users. First, it needs to be authentic. Heineken: Worlds Apart. Beyond spreading a powerful message, what were the business objectives for Heineken? 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. 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). 7.3% increase in beer sales in the UK during 12-week period following the campaign; 80% of consumers said Heineken is a brand for them; 78% felt closer affinity to the brand; More than 50 million views of the “Worlds Apart” film In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. 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. How Heineken and Publicis built brand success on big issues. D&AD Impact seeks to identify and celebrate great, transformative, creative ideas that have had real impact and, ultimately, contribute towards a better, fairer and more sustainable future for all. By The Beer Community on Apr. The only thing that we could do is look for people who are really passionate about their beliefs, feelings and emotions. So, the authenticity of the film was really important. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. Over the past year or so, we’ve seen many brands taking a stand on diving issues (political, social, etc.) Launched in 2016 as a new initiative that partners D&AD with Advertising Week, D&AD Impact acts as the evolution of D&AD’s prestigious White Pencil, previously awarded for work that ‘does well by doing good’. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. With Heineken, it’s not so much about taking a stand on certain topics but about creating more understanding and bringing people together. Tell me more about the research you did with Dr. Chris Brauer. Political differences, Heineken Worlds Apart Video. Of course, we needed real people, not actors, but we also wanted to do it in a way in which they felt comfortable. 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. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. Our consumers are very diverse, so we targeted all of them, really. It’s much more about being invited in by consumers. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. And still a lot of it is. Follow. 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. Creating a global conversation by bringing new meaning to Open Your World. In that sense, brands can absolutely inspire people in certain directions. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. Heineken advert: Worlds Apart experiment Jump directly to the content News Corp is a network of leading companies in the worlds of diversified media, news, education, and information services. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. How did you make sure the message came across as authentic and not as an attempt to jump on a current trend or topic? Digital creative on the award winning Worlds Apart campaign, creating all digital and social content supporting the social experiment film. HEINEKEN. People’s comments have been very emotional and touching, so the campaign really resonated with a lot of consumers. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. 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. The campaign included the film “worlds apart” and a series of local Human Library events aimed at engaging with the public. If you’d like to know more about our work and services or need any help, please email us at [email protected]. In a thankfully positive turn of events each pair decides to stick around, recognising that although the opinions they hold close to heart may be different, it’s these differences that make us who we are. 1397 Words6 Pages. What are the different elements of the campaign? Open your world. Secondly, it’s crucial to have a clear role for your product. On our bottles and packaging we launched the Open Your World manifesto which explained what we’re setting out to do. In a new social experiment that effortlessly demonstrates the brand’s values, Heineken explores this very issue. We’ve had the positioning of the brand that I just told you about – being open, looking out and celebrating diversity – for years. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. We didn’t do the campaign with a certain target group in mind. Great message. It’s already a really successful premium brand that people enjoy. The company had launched the four-minute advert organically in April 2017. At the same time, what we see around us is a world that is more divided than ever. 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. So we felt that we can play a credible role there. A strong mission and … 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. The Pepsi ad was over-the-top and glamorously shot, the Heineken ad was simple and understated. This is the story of a premium lager brand that led the discussion about a rising social issue - and, in doing so, built greater meaning among millennials and ultimately added value to the business. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. The gymwear brand details the daily routine of fitness vlogger David Laid in … With the launch Heineken’s ‘Worlds Apart’ advertising, this blog examines the campaign in relation to other brands who have undertaken similar cause related programmes, in order to judge its success. 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. Secondly, it ’ s Worlds Apart film had reached more than 40 million views heineken worlds apart campaign analysis. 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