That’s a necessity in brand building. How Heineken and Publicis built brand success on big issues. The findings showed that some of the characteristics creating common ground are tolerance, empathy, creating mutual goals and shared identities. Meaningful Connections. In the 4:26 launch video, six individuals were blindly paired with a stranger they knew nothing about. Sign in with one of your social media accounts: Register with one of your social media accounts. 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. 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. 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. It allows you to have really open discussions and learn so much more than if you just assume what these people are like. Do you think brands need an opinion on dividing issues in society? I know that sometimes it’s easier to script a campaign but the realness here was a critical part of the project. Was the message behind the campaign worth the risk? If you look at our portfolio of brands, Heineken has grown by double digits in the last five years. How did you come up with the idea for Worlds Apart? First, it needs to be authentic. 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. We didn’t do the campaign with a certain target group in mind. 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. Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites. 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. 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. Chris Brauer is director of innovation at Goldsmith University of London and an expert in human behaviour. Publicis•Poke. 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. 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. 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? 3 years ago. 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. In a new social experiment that effortlessly demonstrates the brand’s values, Heineken explores this very issue. 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. For the first portion of the experiment, each pair worked together to build a table and bar stools. 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. A single network can have different types of links, or ties, which connect its users. Creating a global conversation by bringing new meaning to Open Your World. 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. 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). Heineken: Worlds Apart. 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 … 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. ... 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. Heineken’s “ Worlds Apart ” video is controversial marketing done right. DIRECTED BY TOBY DYE RSA FILMS | PUBLICIS ... Heineken UK has reported it as their most effective campaign, ever. The Human Library came to our offices and we did the same activity with our teams within Heineken. At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels. For the first portion of the experiment, each pair worked together to build a table and bar stools. The Human Library’s mission is to break down prejudice by helping people to look beyond labels and find common ground with one another. So we felt that we can play a credible role there. The hitch is: They don’t know that they have fundamentally opposing political views. Heineken "Worlds apart" by Publicis London. 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. 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. In April, Heineken released Worlds Apart: a campaign promoting openness and exploring whether common ground can unite people. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. They're then presented with a series of challenges. The company had launched the four-minute advert organically in April 2017. 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. It’s difficult to generalise, but I think brands should definitely play a role in inspiring people. We wanted to understand whether we can really create more openness and how would that work. Mentioned above, “Worlds Apart: An Experiment” was released in 2017. We noticed you're using an ad blocker. Heineken’s ‘Worlds Apart’ campaign is among the most striking advertisements of recent years. Client: Heineken Agency: Publicis Channels: Social, digital, ChatBot. Instead, the beer company went in a wonderfully different direction. By continuing to browse you are confirming that you are OK with this. 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. Continue reading to learn more about Heineken’s Worlds Apart experiment. This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). I think it is important, especially these days when there are so many brand messages out there. 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 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. In that sense, brands can absolutely inspire people in certain directions. HEINEKEN. We see challenges more as opportunities. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. We're doing a bit of soul-searching to better know our readers and improve your experience. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open. It’s super simple. So whenever something that isn’t the same as our beliefs happens, we are shocked. You won’t find parties, loud music, or scantily-clothed women in Heineken’s 2017 ad campaign. A beer that brings people together: this was the inspiration behind Heineken’s 2017 Worlds Apart campaign. 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. 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. These strangers were then asked to finish an activity together, then found out that they had opposing political views. 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. Internally, our team is also very proud and really happy with the outcome. The first phase was all about creating awareness around the topic. By The Beer Community on Apr. 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. 1397 Words6 Pages. 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. 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