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. 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. 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. A single network can have different types of links, or ties, which connect its users. With Heineken, it’s not so much about taking a stand on certain topics but about creating more understanding and bringing people together. Whether it’s 1950, 2017, or 2027, being open lets us get more out of life. But it should be credible. How Heineken and Publicis built brand success on big issues. Rhetorical Analysis Of Heineken 's Worlds Apart Ad. 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. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. We realised that, as a brand, we can really play a role here. Sign in with one of your social media accounts: Register with one of your social media accounts. I think that’s very important and you have to take risks. Open your world campaign. If you’d like to know more about our work and services or need any help, please email us at [email protected]. It features three sets of people who have completely different opinions to one another. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. 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. On Twitter, users can be connected, among others, by … We made sure that the ad was really clear at the start. 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. 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. In the first three weeks of the campaign we didn’t push it at all, the sharing was all organic. HEINEKEN. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. They were asked to finish building a bar together with some revealing questions along the process. Secondly, it’s crucial to have a clear role for your product. Chris Brauer is director of innovation at Goldsmith University of London and an expert in human behaviour. The Human Library came to our offices and we did the same activity with our teams within Heineken. The findings showed that some of the characteristics creating common ground are tolerance, empathy, creating mutual goals and shared identities. Hear from global experts who work daily to produce great experiences and unravel proven insights for some of your favorite branding threads. Sometimes, it’s easy to start talking about things that could feel a bit far away from your brand. Contagious uses cookies to ensure that you get the best experience on our website. Internally, our team is also very proud and really happy with the outcome. So we realised that if we are able to create more of these, people will be able to be more accepting. As a brand, it’s really about openness, diversity and crossing borders. I think it is important, especially these days when there are so many brand messages out there. So, the authenticity of the film was really important. Like this article? Famous for its premium positioning and world-class sponsorships, Heineken wanted to create a deeper engagement and greater trust with its male target audience. 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. It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. 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. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. Do you think brands need an opinion on dividing issues in society? By continuing to browse you are confirming that you are OK with this. 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. By The Beer Community on Apr. Heineken’s ‘Worlds Apart’ campaign is among the most striking advertisements of recent years. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. One pair doesn’t … The second phase is about our collaboration with the Human Library. Great message. 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. Watch Heineken’s wonderful ad and maybe you too can #OpenYourWorld a little more. In a new social experiment that effortlessly demonstrates the brand’s values, Heineken explores this very issue. If so, why? We noticed you're using an ad blocker. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). Heineken’s “ Worlds Apart ” video is controversial marketing done right. We’re now bringing the books to festivals, such as Wilderness Festival in the UK, where people will be able to experience that. On our bottles and packaging we launched the Open Your World manifesto which explained what we’re setting out to do. 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. 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. A single network can have different types of links, or ties, which connect its users. We’ve had the positioning of the brand that I just told you about – being open, looking out and celebrating diversity – for years. 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). 1397 Words6 Pages. These combined with the insight that we’re probably not as open as we think we are. They were asked to finish building a bar together with some revealing questions along the process. The Pepsi ad was over-the-top and glamorously shot, the Heineken ad was simple and understated. There are always going to be different views and not everybody will agree with each other, of course. 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. ... 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. 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 April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. Once the participants had completed the challenges, the brand revealed … In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. Tell me more about the research you did with Dr. Chris Brauer. from Toby Dye Plus . Instead, the beer company went in a wonderfully different direction. Heineken’s viral Worlds Apart campaign teaches businesses that difficult issues can be tackled with thoughtful marketing. At the same time, what we see around us is a world that is more divided than ever. Digital creative on the award winning Worlds Apart campaign, creating all digital and social content supporting the social experiment film. Step 1: Agree with our terms and conditions: Step 2: Choose your preferred social media account: Step 3: Enjoy our premium branding insights! Gymshark: Train for life. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. 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. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand! Continue reading to learn more about Heineken’s Worlds Apart experiment. Was the message behind the campaign worth the risk? Heineken’s ‘social experiment’ ad campaign 2nd May, 2017 by Phoebe French Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with … 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. We didn’t do the campaign with a certain target group in mind. Heineken's new "Worlds Apart" ad is receiving high marks online. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. 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. And in order to do so, you need to talk about something that’s relevant for them. It’s already a really successful premium brand that people enjoy. 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. 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. 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 … So whenever something that isn’t the same as our beliefs happens, we are shocked. 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. It’s much more about being invited in by consumers. They're then presented with a series of challenges. 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. These strangers were then asked to finish an activity together, then found out that they had opposing political views. Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. VIDEO: Heineken’s Worlds Apart Campaign – Open Your World. If you look at our portfolio of brands, Heineken has grown by double digits in the last five years. The video begins with a social experiment that featured pairs of real people, with opposing beliefs. And still a lot of it is. 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. HEINEKEN - WORLDS APART. Open your world. We're doing a bit of soul-searching to better know our readers and improve your experience. So, he was the perfect person to lead that study on how we can actually open up and find common ground. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. Political differences, Heineken Worlds Apart Video. DIRECTED BY TOBY DYE RSA FILMS | PUBLICIS ... Heineken UK has reported it as their most effective campaign, ever. Heineken Worlds Apart. 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 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. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. It makes the world a more interesting place. What are the different elements of the campaign? We started with the film and then revealed the experiment with Dr Chris Brauer and its findings. They are people with extraordinary stories, so you can borrow a ‘book’, have a half hour conversation with them and ask them questions. Titled “Worlds Apart: … 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. Please consider disabling your ad blocker or sign up/sign in before diving into our exclusive insights: © 2021 Brandium, Inc. Ltd. | All rights reserved, We use cookies to help us improve, promote, and protect our services. 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 … 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 company had launched the four-minute advert organically in April 2017. 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 is praised for its powerful new 'Worlds Apart' commercial which is being touted as the 'ad Pepsi wishes it made' Heineken promoted unity … The only thing that we could do is look for people who are really passionate about their beliefs, feelings and emotions. We are committed to bringing people together over a beer. Heineken: Worlds Apart. Open your world campaign. One of the most noticeable differences between the two ads is the simplicity and vulnerability. People’s comments have been very emotional and touching, so the campaign really resonated with a lot of consumers. On Twitter, users can be connected, among others, by … How a beer ad championing openness attracted 40 million views online. 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. The company had launched the four-minute advert organically in April 2017. For the first portion of the experiment, each pair worked together to build a table and bar stools. 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. 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). For the first portion of the experiment, each pair worked together to build a table and bar stools. We wanted to understand whether we can really create more openness and how would that work. It’s super simple. 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. 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. At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels. Publicis•Poke. How did you come up with the idea for Worlds Apart? 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. 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. 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. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. Follow. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. 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. In that sense, brands can absolutely inspire people in certain directions. 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. 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. First, it needs to be authentic. Over the past year or so, we’ve seen many brands taking a stand on diving issues (political, social, etc.) How do you navigate this polarised world? Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. Heineken is over 150 years old. The gymwear brand details the daily routine of fitness vlogger David Laid in … In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. 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’. And it makes every story worth listening to.”. In the wake of this bombshell, they are invited to hash it all out over a beer or they are free to leave. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. 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. We have 40 million views across the different social platforms right now and 91% of all sentiments are positive. But I think we can take a big step in creating more understanding and encouraging people to listen to one another. Heineken is one of our focus brands, so we definitely want to grow it much more, making it the favourite premium brand in the UK. 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. In the end, it’s not about pushing out your brand message anymore because people can block you at any time. 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. 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. The Heineken campaign has been acclaimed in some quarters for addressing some potentially provocative issues very sensitively. 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 … Learn more at: http://dandadimpact.com/. Of course, we needed real people, not actors, but we also wanted to do it in a way in which they felt comfortable. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. 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 a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. 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. A strong mission and … 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. Beyond spreading a powerful message, what were the business objectives for Heineken? 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 felt that we can play a credible role there. 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. 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" 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. 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. 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. We are also doing this internally. In the film created by Publicis London, two strangers meet and following instructions are carefully set out for them to work together to build a bar. 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. That’s a necessity in brand building. 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. We see challenges more as opportunities. 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). In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. 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. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. 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? How Heineken and Publicis built brand success on big issues. The campaign included the film “worlds apart” and a series of local Human Library events aimed at engaging with the public. 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. Creating a global conversation by bringing new meaning to Open Your World. Heineken "Worlds apart" by Publicis London. Meaningful Connections. 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. Our consumers are very diverse, so we targeted all of them, really. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). Less is More. The first phase was all about creating awareness around the topic. I know that sometimes it’s easier to script a campaign but the realness here was a critical part of the project. 3 years ago. The hitch is: They don’t know that they have fundamentally opposing political views. with mixed success. Dividing issues in society Heineken Agency: Publicis channels: social, digital, ChatBot we can play a role... You too can # OpenYourWorld campaign continuing to browse you are OK with.. And cutting-edge research people will be able to be different views and not everybody agree! 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