We didn’t do the campaign with a certain target group in mind. 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. How Heineken and Publicis built brand success on big issues. Step 1: Agree with our terms and conditions: Step 2: Choose your preferred social media account: Step 3: Enjoy our premium branding insights! A strong mission and … As a brand, it’s really about openness, diversity and crossing borders. In that sense, brands can absolutely inspire people in certain directions. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. So we realised that if we are able to create more of these, people will be able to be more accepting. 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. I think that’s very important and you have to take risks. 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. Open your world campaign. Do you think brands need an opinion on dividing issues in society? 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. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. 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. Once the participants had completed the challenges, the brand revealed … In the wake of this bombshell, they are invited to hash it all out over a beer or they are free to leave. We see challenges more as opportunities. 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. If you’d like to know more about our work and services or need any help, please email us at [email protected]. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. 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. 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). So, the authenticity of the film was really important. 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. 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. 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. Chris Brauer is director of innovation at Goldsmith University of London and an expert in human behaviour. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. 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. There are always going to be different views and not everybody will agree with each other, of course. The second phase is about our collaboration with the Human Library. 1397 Words6 Pages. Publicis•Poke. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. 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. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. 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. In the end, it’s not about pushing out your brand message anymore because people can block you at any time. At the same time, what we see around us is a world that is more divided than ever. By continuing to browse you are confirming that you are OK with this. They're then presented with a series of challenges. It’s super simple. Heineken "Worlds apart" by Publicis London. A new social experiment film to break stereotypes through conversations, so we targeted all of,! 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