They were asked to finish building a bar together with some revealing questions along the process. What are the different elements of the campaign? 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). How Heineken and Publicis built brand success on big issues. 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. Secondly, it’s crucial to have a clear role for your product. Gymshark: Train for life. The hitch is: They don’t know that they have fundamentally opposing political views. One pair doesn’t … Heineken’s viral Worlds Apart campaign teaches businesses that difficult issues can be tackled with thoughtful marketing. 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. Political differences, Heineken Worlds Apart Video. 3 years ago. 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. Heineken's new "Worlds Apart" ad is receiving high marks online. On our bottles and packaging we launched the Open Your World manifesto which explained what we’re setting out to do. At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels. Rhetorical Analysis Of Heineken 's Worlds Apart Ad. 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 is praised for its powerful new 'Worlds Apart' commercial which is being touted as the 'ad Pepsi wishes it made' Heineken promoted unity … 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. So we realised that if we are able to create more of these, people will be able to be more accepting. How a beer ad championing openness attracted 40 million views online. Once the participants had completed the challenges, the brand revealed … A single network can have different types of links, or ties, which connect its users. If so, why? 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 April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. The company had launched the four-minute advert organically in April 2017. Step 1: Agree with our terms and conditions: Step 2: Choose your preferred social media account: Step 3: Enjoy our premium branding insights! Great message. Titled “Worlds Apart: … Watch Heineken’s wonderful ad and maybe you too can #OpenYourWorld a little more. It makes the world a more interesting place. We’ve had the positioning of the brand that I just told you about – being open, looking out and celebrating diversity – for years. The first phase was all about creating awareness around the topic. So, the authenticity of the film was really important. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. 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. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. It’s already a really successful premium brand that people enjoy. 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. 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. By continuing to browse you are confirming that you are OK with this. In that sense, brands can absolutely inspire people in certain directions. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. Contagious uses cookies to ensure that you get the best experience on our website. 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. They're then presented with a series of challenges. 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 findings showed that some of the characteristics creating common ground are tolerance, empathy, creating mutual goals and shared identities. We made sure that the ad was really clear at the start. 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. 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. On Twitter, users can be connected, among others, by … So, he was the perfect person to lead that study on how we can actually open up and find common ground. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. 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. It features three sets of people who have completely different opinions to one another. from Toby Dye Plus . 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’. So whenever something that isn’t the same as our beliefs happens, we are shocked. But I think we can take a big step in creating more understanding and encouraging people to listen to one another. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. How did you come up with the idea for Worlds Apart? First, it needs to be authentic. Internally, our team is also very proud and really happy with the outcome. 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. Sign in with one of your social media accounts: Register with one of your social media accounts. Of course, we needed real people, not actors, but we also wanted to do it in a way in which they felt comfortable. 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. The Human Library came to our offices and we did the same activity with our teams within Heineken. Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. But it should be credible. 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. Sometimes, it’s easy to start talking about things that could feel a bit far away from your brand. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. Open your world. 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. 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. We realised that, as a brand, we can really play a role here. 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. 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). 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. 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 a necessity in brand building. We started with the film and then revealed the experiment with Dr Chris Brauer and its findings. The only thing that we could do is look for people who are really passionate about their beliefs, feelings and emotions. I know that sometimes it’s easier to script a campaign but the realness here was a critical part of the project. Open your world campaign. 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 … 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 company had launched the four-minute advert organically in April 2017. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. with mixed success. Heineken: Worlds Apart. These strangers were then asked to finish an activity together, then found out that they had opposing political views. 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. Our consumers are very diverse, so we targeted all of them, really. It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. 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. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. Beyond spreading a powerful message, what were the business objectives for Heineken? 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. Instead, the beer company went in a wonderfully different direction. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. 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. 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. As a brand, it’s really about openness, diversity and crossing borders. The video begins with a social experiment that featured pairs of real people, with opposing beliefs. Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. So we felt that we can play a credible role there. Follow. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). At the same time, what we see around us is a world that is more divided than ever. 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. We see challenges more as opportunities. The second phase is about our collaboration with the Human Library. 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. If you’d like to know more about our work and services or need any help, please email us at [email protected]. How did you make sure the message came across as authentic and not as an attempt to jump on a current trend or topic? One of the most noticeable differences between the two ads is the simplicity and vulnerability. Heineken "Worlds apart" by Publicis London. We wanted to understand whether we can really create more openness and how would that work. 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. They are a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. 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 … We are also doing this internally. Heineken’s ‘social experiment’ ad campaign 2nd May, 2017 by Phoebe French Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with … The Pepsi ad was over-the-top and glamorously shot, the Heineken ad was simple and understated. We are committed to bringing people together over a beer. 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. I think it is important, especially these days when there are so many brand messages out there. 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. Learn more at: http://dandadimpact.com/. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand! You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad 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. 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. A single network can have different types of links, or ties, which connect its users. In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. They were asked to finish building a bar together with some revealing questions along the process. Open your world campaign. Over the past year or so, we’ve seen many brands taking a stand on diving issues (political, social, etc.) I think that’s very important and you have to take risks. There are always going to be different views and not everybody will agree with each other, of course. Creating a global conversation by bringing new meaning to Open Your World. Famous for its premium positioning and world-class sponsorships, Heineken wanted to create a deeper engagement and greater trust with its male target audience. 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. 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. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. 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. 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. 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. 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