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. Meaningful Connections. 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. How do you navigate this polarised world? Titled “Worlds Apart: … 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. It’s already a really successful premium brand that people enjoy. In the first three weeks of the campaign we didn’t push it at all, the sharing was all organic. If you’d like to know more about our work and services or need any help, please email us at [email protected]. Learn more at: http://dandadimpact.com/. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. We have 40 million views across the different social platforms right now and 91% of all sentiments are positive. 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. Watch Heineken’s wonderful ad and maybe you too can #OpenYourWorld a little more. 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. 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. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. On Twitter, users can be connected, among others, by … It makes the world a more interesting place. DIRECTED BY TOBY DYE RSA FILMS | PUBLICIS ... Heineken UK has reported it as their most effective campaign, ever. Heineken’s “ Worlds Apart ” video is controversial marketing done right. They're then presented with a series of challenges. Heineken’s ‘social experiment’ ad campaign 2nd May, 2017 by Phoebe French Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with … Rhetorical Analysis Of Heineken 's Worlds Apart Ad. Like this article? Chris Brauer is director of innovation at Goldsmith University of London and an expert in human behaviour. 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. 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. There are always going to be different views and not everybody will agree with each other, of course. We realised that, as a brand, we can really play a role here. How did you come up with the idea for 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. 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. How did you make sure the message came across as authentic and not as an attempt to jump on a current trend or topic? By continuing to browse you are confirming that you are OK with this. 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. 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. So, the authenticity of the film was really important. 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. These combined with the insight that we’re probably not as open as we think we are. That’s a necessity in brand building. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. If so, why? Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand! How Heineken and Publicis built brand success on big issues. Heineken is over 150 years old. As a brand, it’s really about openness, diversity and crossing borders. 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. Gymshark: Train for life. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. 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. 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. We started with the film and then revealed the experiment with Dr Chris Brauer and its findings. 3 years ago. We are also doing this internally. A strong mission and … Once the participants had completed the challenges, the brand revealed … Creating a global conversation by bringing new meaning to Open Your World. For the first portion of the experiment, each pair worked together to build a table and bar stools. It features three sets of people who have completely different opinions to one another. The company had launched the four-minute advert organically in April 2017. HEINEKEN. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. Follow. They were asked to finish building a bar together with some revealing questions along the process. We didn’t do the campaign with a certain target group in mind. 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. 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. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. But it should be credible. 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. 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 So we realised that if we are able to create more of these, people will be able to be more accepting. 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. 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. One pair doesn’t … 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. In the end, it’s not about pushing out your brand message anymore because people can block you at any time. Heineken’s ‘Worlds Apart’ campaign is among the most striking advertisements of recent years. At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels. We are committed to bringing people together over a beer. The company had launched the four-minute advert organically in April 2017. Contagious uses cookies to ensure that you get the best experience on our website. from Toby Dye Plus . What are the different elements of the campaign? Hear from global experts who work daily to produce great experiences and unravel proven insights for some of your favorite branding threads. 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. 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. 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. Open your world campaign. Beyond spreading a powerful message, what were the business objectives for Heineken? 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. VIDEO: Heineken’s Worlds Apart Campaign – Open Your World. 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). 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’. Internally, our team is also very proud and really happy with the outcome. Was the message behind the campaign worth the risk? They are a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. Heineken: Worlds Apart. Less is More. We wanted to understand whether we can really create more openness and how would that work. 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. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. 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. And social content supporting the social experiment film of all sentiments are positive have really open and... Are confirming heineken worlds apart campaign analysis you get the best experience on our website only that... 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