Gymshark: Train for life. Open your world campaign. 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. The second phase is about our collaboration with the Human Library. We see challenges more as opportunities. It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. There are always going to be different views and not everybody will agree with each other, of course. 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. 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. 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. How do you navigate this polarised 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). Continue reading to learn more about Heineken’s Worlds Apart experiment. So we felt that we can play a credible role there. By continuing to browse you are confirming that you are OK with this. 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. I think it is important, especially these days when there are so many brand messages out there. Titled “Worlds Apart: … So whenever something that isn’t the same as our beliefs happens, we are shocked. 3 years ago. What are the different elements of the campaign? 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 … The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. from Toby Dye Plus . 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. Internally, our team is also very proud and really happy with the outcome. 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. If so, why? 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. Meaningful Connections. They were asked to finish building a bar together with some revealing questions along the process. How Heineken and Publicis built brand success on big issues. The Worlds Apart ad, part of the #OpenYourWorld campaign, asks three pairs of strangers to build a bar together. Heineken’s “ Worlds Apart ” video is controversial marketing done right. 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. That’s a necessity in brand building. 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. 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. The gymwear brand details the daily routine of fitness vlogger David Laid in … In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. 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. 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. With Heineken, it’s not so much about taking a stand on certain topics but about creating more understanding and bringing people together. 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. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. Entitled “Worlds Apart,” the ad features three pairs of strangers who meet for the first time without knowing they have opposing views. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. ... 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. 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. It’s already a really successful premium brand that people enjoy. 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). The first phase was all about creating awareness around the topic. 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). 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. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. Tell me more about the research you did with Dr. Chris Brauer. We’ve had the positioning of the brand that I just told you about – being open, looking out and celebrating diversity – for years. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand! We made sure that the ad was really clear at the start. 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. Heineken "Worlds apart" by Publicis London. 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. They are a great charity that is trying to break stereotypes through conversations, so that was a fantastic fit. 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. Secondly, it’s crucial to have a clear role for your product. On our bottles and packaging we launched the Open Your World manifesto which explained what we’re setting out to do. 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