heineken worlds apart campaign analysis

A strong mission and … Watch Heineken’s wonderful ad and maybe you too can #OpenYourWorld a little more. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (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. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. People’s comments have been very emotional and touching, so the campaign really resonated with a lot of consumers. 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. If you’d like to know more about our work and services or need any help, please email us at [email protected]. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. Open your world campaign. Sometimes, it’s easy to start talking about things that could feel a bit far away from your brand. By continuing to browse you are confirming that you are OK with this. 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. 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. And still a lot of it is. 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. We made sure that the ad was really clear at the start. HEINEKEN - WORLDS APART. 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. The Human Library came to our offices and we did the same activity with our teams within Heineken. The second phase is about our collaboration with the Human Library. The Pepsi ad was over-the-top and glamorously shot, the Heineken ad was simple and understated. Instead, the beer company went in a wonderfully different direction. We see challenges more as opportunities. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand! 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. Was the message behind the campaign worth the risk? So whenever something that isn’t the same as our beliefs happens, we are shocked. 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? We started with the film and then revealed the experiment with Dr Chris Brauer and its findings. They were asked to finish building a bar together with some revealing questions along the process. 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. 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. How a beer ad championing openness attracted 40 million views online. Heineken is over 150 years old. There are always going to be different views and not everybody will agree with each other, of course. Secondly, it’s crucial to have a clear role for your product. So, the authenticity of the film was really important. Heineken's new "Worlds Apart" ad is receiving high marks online. But it should be credible. Heineken: Worlds Apart. We noticed you're using an ad blocker. 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. So we realised that if we are able to create more of these, people will be able to be more accepting. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. But I think we can take a big step in creating more understanding and encouraging people to listen to one another. It makes the world a more interesting place. 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. 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. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. 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. The gymwear brand details the daily routine of fitness vlogger David Laid in … Heineken Worlds Apart. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. 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. In the first three weeks of the campaign we didn’t push it at all, the sharing was all organic. Chris Brauer is director of innovation at Goldsmith University of London and an expert in human behaviour. I think it is important, especially these days when there are so many brand messages out there. 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. In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. Creating a global conversation by bringing new meaning to Open Your World. On our bottles and packaging we launched the Open Your World manifesto which explained what we’re setting out to do. First, it needs to be authentic. For the first portion of the experiment, each pair worked together to build a table and bar stools. Meaningful Connections. Less is More. On Twitter, users can be connected, among others, by … Contagious uses cookies to ensure that you get the best experience on our website. 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. I know that sometimes it’s easier to script a campaign but the realness here was a critical part of the project. HEINEKEN. 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. 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. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). VIDEO: Heineken’s Worlds Apart Campaign – Open Your World. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. It features three sets of people who have completely different opinions to one another. How Heineken and Publicis built brand success on big issues. How did you make sure the message came across as authentic and not as an attempt to jump on a current trend or topic? 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. 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. In the end, it’s not about pushing out your brand message anymore because people can block you at any time. If you look at our portfolio of brands, Heineken has grown by double digits in the last five years. Heineken "Worlds apart" by Publicis London. 1397 Words6 Pages. 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. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. In that sense, brands can absolutely inspire people in certain directions. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. 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. Follow. If so, why? ... Whilst the campaign was only supported in the UK, the provocative subject matter meant it transcended borders and boundaries and was viewed more than 50 million times in over 150 countries. 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. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. We are committed to bringing people together over a beer. Once the participants had completed the challenges, the brand revealed … How did you come up with the idea for Worlds Apart? In the wake of this bombshell, they are invited to hash it all out over a beer or they are free to leave. 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. They are a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. With Heineken, it’s not so much about taking a stand on certain topics but about creating more understanding and bringing people together. DIRECTED BY TOBY DYE RSA FILMS | PUBLICIS ... Heineken UK has reported it as their most effective campaign, ever. Continue reading to learn more about Heineken’s Worlds Apart experiment. A single network can have different types of links, or ties, which connect its users. This is also amplified by technology: we are on our phones and on social media all the time, where we are surrounded by people who think like us. At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. 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. 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. Of course, we needed real people, not actors, but we also wanted to do it in a way in which they felt comfortable. We're doing a bit of soul-searching to better know our readers and improve your experience. 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