Heineken: Worlds Apart [image]

Credits & Description:

Title: Worlds Apart
Agency: Publicis London
Brand: Heineken
Country: United Kingdom
Entrant Company: Publicis London
Advertising Agency: Publicis London
Media Agency: Mediavest|Spark, London
Pr Agency: Edelman, London
Production Company: Rsa Films, London
Executive Creative Director: Dave Monk (Publicis London)
Executive Creative Director: Cristiana Boccassini (Publicis Italy)
Heineken Global Digital Creative Directors: Mihnea Gheorghiu (Publicis Italy)
Heineken Global Digital Creative Directors: Milos Obradovic (Publicis Italy)
Global Chief Creative Officer: Bruno Bertelli (Publicis Worlwide)
Heineken Global Account Manager: Derek Muller (Publicis Italy)
Planning Director: Sol Ghafoor (Publicis London)
Planner: James Moore (Publicis Italy)
Planner: Chris Turner (Publicis London)
Managing Director: Trent Patterson (Publicis London)
Account Director: Katherine Thompson (Publicis London)
Account Manager: Elzabe Buys (Publicis London)
Head Of Production: Colin Hickson (Publicis London)
Production Assistant: Emma Harvard-Jones (Publicis London)
Project Director: Kym Adams (Publicis London)
Head Of Design: Andy Breese (Publicis London)
Designers: Teju Sanusi & Elisa Fuentes (Publicis London)
Director: Toby Dye (Rsa)
Editor: Julian Eguiguren (Mpc)
Producer: Ben Porter (Rsa Films)
Creatives: Dom Desmond (Publicis London)
Creatives: Mark Daw (Publicis London)
Creatives: Rudhraigh Mcgrath (Publicis London)
Creatives: Seb Howling (Publicis London)
Senior Director Global Heineken® Brand Global Commerce: Gianluca Di Tondo (Heineken)
Heineken® Brand Communication & Digital Director Global Commerce: Anuraag Trikha (Heineken)
Heineken® Communication Manager Global Commerce: Els Dijkhuizen (Heineken)
Uk Marketing Manager: Nic Casby (Heineken)
Uk Premium Brand Unit Director: David Lette (Heineken)
Uk Marketing Director: Cindy Tervoot (Heineken)
Uk Brand Manager: Alex Drake (Heineken)
Managing Director: Mel Hinds (Edelman)
Creative Director: Rae Stones (Edelman)
Purpose Planner: Jaclyn Murphy (Edelman)
Outcome:
With social content principles advising towards short form edits, our 4.5 minute film seems to have broken all the rules. The film has been viewed a total of 17.7 million times, 13.6 million organically, with millions more views on fan and media channels. It has generated a huge volume of conversation - 625+ articles published, made international TV news coverage (USA Today, CNN, MSNBC), became a trending topic on Twitter, made it to the front page of Reddit, was the number 1 ad on Youtube for April, created reaction videos online, and it has even spawned a couple of parodies too. Not only that, the US Heineken CMO has reported incremental effects on sales too.In total it has generated 324,000 engagements, 531,000 shares and as the film travels the world, with a reach of 2 billion, so does our message of openness.
Strategy:
For many, shock followed Brexit. Yet Brexit was simply a consequence of something deeper. Our research showed open conversation had become suppressed (amplified by online echo-chambers). People weren’t talking to people with different opinions, and if they were, the online conversation was so toxic it fueled the problem. Our insight was that despite our differences we can always find something that connects us. You may not hold the same views, but the choice is either to ignore each other or engage and find a better understanding on both sides. The simple act of sitting down and having a conversation (perhaps over a beer) can be the first step to finding common ground. The strategy was simple, as brand that has always stood for openness, we would facilitate conversation between even the most divided of people, and subsequently build meaning for our tagline - Open Your World.
Campaign Description:
Our idea was to demonstrate that there is more that unites us than divides us.To prove this, we developed an experiment together with Dr. Govinda Clayton, a conflict resolution specialist, that would challenge two strangers with polarizing views to come together, discuss their differences, and hopefully find some mutual understanding. With an experiment that was entirely unrehearsed, unscripted and using real people, not actors, you never know what the result will be. Yet, it goes to prove that even the most divided people can find common ground. The act of having a conversation, creating dialogue and listening to the other side can open your mind and open your world – we just have to take that first step.
Execution:
The 4.5 minute film was initially released organically online in three versions optimised for each individual social platform. They were boosted through a PR push that seeded the film to national newspapers and online publications. This created momentum, but once people started sharing naturally (including unpaid celebrity endorsers) the film really took off. Paid media kicked in 5 days later to maintain momentum. Our banners and 20” trailers drove people to our campaign website where people could view the longer form edit and sign-up to our human library events (a not-for-profit organization, the Human Library, that tackles stereotyping by giving you the chance to have a conversation with someone you might not have an opportunity to meet in everyday life – e.g. a refugee)Further, our partnership with the Huffington Post will ensure a steady stream of content about common ground over the next 6 months.
Synopsis:
2016. The year of Brexit. The year of Trump. A year where the divisive and polarizing forces in the world have been closing us down. Tucked up in our cosy echo-chambers and digital filter bubbles we have become used to only hearing views that correspond with our own.It has become easy to simply label people based on their views rather than taking the time to listen to or understand that person. The truth is there are so many things that we share, no matter what part of the world or background we come from. When your brand line is ‘Open Your World’ you have to do more than simply say it, you have to bring meaning to it. Now was the time to prove that even the most divided people can open up when they find common ground.