They were asked to finish building a bar together with some revealing questions along the process. 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. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. Creating a global conversation by bringing new meaning to Open Your World. 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. I know that sometimes it’s easier to script a campaign but the realness here was a critical part of the project. In the Worlds Apart campaign video, Heineken puts three pairs of people into a room — a feminist and an anti-feminist; an environmentalist and a climate change denier; and a man and a transgender woman who don't agree on identity. Political differences, Heineken Worlds Apart Video. It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. We’ve had the positioning of the brand that I just told you about – being open, looking out and celebrating diversity – for years. I think that’s very important and you have to take risks. 3 years ago. VIDEO: Heineken’s Worlds Apart Campaign – Open Your World. How did you come up with the idea for Worlds Apart? Offering a collection of “books” – each of which is actually a person with an extraordinary background, The Human Library aims to promote solidarity, in spite of our differences. 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). A strong mission and … It features three sets of people who have completely different opinions to one another. But I think we can take a big step in creating more understanding and encouraging people to listen to one another. DIRECTED BY TOBY DYE RSA FILMS | PUBLICIS ... Heineken UK has reported it as their most effective campaign, ever. Open your world campaign. 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. They're then presented with a series of challenges. I think it is important, especially these days when there are so many brand messages out there. People’s comments have been very emotional and touching, so the campaign really resonated with a lot of consumers. That’s a necessity in brand building. Heineken: Worlds Apart. 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. Famous for its premium positioning and world-class sponsorships, Heineken wanted to create a deeper engagement and greater trust with its male target audience. Beyond spreading a powerful message, what were the business objectives for Heineken? Of course, we needed real people, not actors, but we also wanted to do it in a way in which they felt comfortable. 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 … Mentioned above, “Worlds Apart: An Experiment” was released in 2017. 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. 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. Heineken is over 150 years old. So we felt that we can play a credible role there. HEINEKEN. Tell me more about the research you did with Dr. Chris Brauer. By The Beer Community on Apr. 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. Heineken – Worlds Apart Heineken’s ‘World’s Apart’ campaign brought together people of opposing views, and sat them down to discuss their differences over a beer. Rhetorical Analysis Of Heineken 's Worlds Apart Ad. Alongside the social experiment, people could enjoy a conversation with the Worlds Apart Chatbot, which the bot then used to create a personalised film showing their interests using ‘labelled’ people who … Digital creative on the award winning Worlds Apart campaign, creating all digital and social content supporting the social experiment film. with mixed success. It makes the world a more interesting place. 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. Heineken’s ‘social experiment’ ad campaign 2nd May, 2017 by Phoebe French Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with … 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. Meaningful Connections. We realised that, as a brand, we can really play a role here. We wanted to understand whether we can really create more openness and how would that work. The company had launched the four-minute advert organically in April 2017. 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. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. 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. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. Heineken's new "Worlds Apart" ad is receiving high marks online. Titled “Worlds Apart: … A single network can have different types of links, or ties, which connect its users. from Toby Dye Plus . A single network can have different types of links, or ties, which connect its users. The findings showed that some of the characteristics creating common ground are tolerance, empathy, creating mutual goals and shared identities. The Heineken campaign has been acclaimed in some quarters for addressing some potentially provocative issues very sensitively. Learn more at: http://dandadimpact.com/. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. 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. Sign in with one of your social media accounts: Register with one of your social media accounts. On Twitter, users can be connected, among others, by … The hitch is: They don’t know that they have fundamentally opposing political views. 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. 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’. Continue reading to learn more about Heineken’s Worlds Apart experiment. Heineken "Worlds apart" by Publicis London. Over the past year or so, we’ve seen many brands taking a stand on diving issues (political, social, etc.) We didn’t do the campaign with a certain target group in mind. 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. Heineken is praised for its powerful new 'Worlds Apart' commercial which is being touted as the 'ad Pepsi wishes it made' Heineken promoted unity … In the end, it’s not about pushing out your brand message anymore because people can block you at any time. 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. 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. We’re now bringing the books to festivals, such as Wilderness Festival in the UK, where people will be able to experience that. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. 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. The campaign included the film “worlds apart” and a series of local Human Library events aimed at engaging with the public. In the wake of this bombshell, they are invited to hash it all out over a beer or they are free to leave. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. The gymwear brand details the daily routine of fitness vlogger David Laid in … 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. 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. There are always going to be different views and not everybody will agree with each other, of course. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. For the first portion of the experiment, each pair worked together to build a table and bar stools. What are the different elements of the campaign? That’s the question behind Heineken’s new advertisement, “Worlds Apart,” in which strangers participate in a social experiment, meeting to build some furniture and get to know each other. 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. Was the message behind the campaign worth the risk? How did you make sure the message came across as authentic and not as an attempt to jump on a current trend or topic? HEINEKEN - WORLDS APART. Secondly, it’s crucial to have a clear role for your product. Our consumers are very diverse, so we targeted all of them, really. Heineken’s “ Worlds Apart ” video is controversial marketing done right. Do you think brands need an opinion on dividing issues in society? If you look at our portfolio of brands, Heineken has grown by double digits in the last five years. At the same time, what we see around us is a world that is more divided than ever. The only thing that we could do is look for people who are really passionate about their beliefs, feelings and emotions. 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. 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 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. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. They are people with extraordinary stories, so you can borrow a ‘book’, have a half hour conversation with them and ask them questions. Hear from global experts who work daily to produce great experiences and unravel proven insights for some of your favorite branding threads. It’s already a really successful premium brand that people enjoy. Heineken’s viral Worlds Apart campaign teaches businesses that difficult issues can be tackled with thoughtful marketing. The Human Library came to our offices and we did the same activity with our teams within Heineken. 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. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. 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. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. Whether it’s 1950, 2017, or 2027, being open lets us get more out of life. We see challenges more as opportunities. One of the most noticeable differences between the two ads is the simplicity and vulnerability. Watch Heineken’s wonderful ad and maybe you too can #OpenYourWorld a little more. All, the beer company went in a new social experiment film is aptly titled Worlds campaign... 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