In the first three weeks of the campaign we didn’t push it at all, the sharing was all organic. We're doing a bit of soul-searching to better know our readers and improve your experience. Heineken: Worlds Apart. Internally, our team is also very proud and really happy with the outcome. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. 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. 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. They are a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). Great message. So, the authenticity of the film was really important. Creating a global conversation by bringing new meaning to Open Your World. 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. Political differences, Heineken Worlds Apart Video. Learn more at: http://dandadimpact.com/. 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. So whenever something that isn’t the same as our beliefs happens, we are shocked. It’s much more about being invited in by consumers. What are the different elements of the campaign? Like this article? We have 40 million views across the different social platforms right now and 91% of all sentiments are positive. For the first portion of the experiment, each pair worked together to build a table and bar stools. 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. 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. Beyond spreading a powerful message, what were the business objectives for Heineken? It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. Hear from global experts who work daily to produce great experiences and unravel proven insights for some of your favorite branding threads. 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. 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’. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. In the end, it’s not about pushing out your brand message anymore because people can block you at any time. And still a lot of it is. A single network can have different types of links, or ties, which connect its users. 1397 Words6 Pages. HEINEKEN. 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. 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. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. We wanted to understand whether we can really create more openness and how would that work. In that sense, brands can absolutely inspire people in certain directions. 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 … People’s comments have been very emotional and touching, so the campaign really resonated with a lot of consumers. 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. 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. On Twitter, users can be connected, among others, by … In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. 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 … Heineken’s latest advert is aptly titled Worlds Apart, which is part of their #OpenYourWorld campaign. Publicis•Poke. Digital creative on the award winning Worlds Apart campaign, creating all digital and social content supporting the social experiment film. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. Meaningful Connections. It’s super simple. It makes the world a more interesting place. They were asked to finish building a bar together with some revealing questions along the process. The company had launched the four-minute advert organically in April 2017. By continuing to browse you are confirming that you are OK with this. Famous for its premium positioning and world-class sponsorships, Heineken wanted to create a deeper engagement and greater trust with its male target audience. 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. We see challenges more as opportunities. I know that sometimes it’s easier to script a campaign but the realness here was a critical part of the project. Heineken is over 150 years old. 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. 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. How Heineken and Publicis built brand success on big issues. 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? 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). 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. Over the past year or so, we’ve seen many brands taking a stand on diving issues (political, social, etc.) There are always going to be different views and not everybody will agree with each other, of course. 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. 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). 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. 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. 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