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Unscripted and filmed under strict documentary conditions, this real-life social experiment in which two complete strangers, divided by their beliefs, meet for the first time, touched a nerve with audiences worldwide.
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The effort has been launched with the picture 'worlds apart' - showcasing how more things unite us than divide us.
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A wonderful example of how our differences can set us apart or if we let them, bind us unneurotic, heineken's worlds isolated film provides A glimmer of Bob Hope that in the end, we ar all human and all we actually want is to just get on.
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Titled worlds apart: an experiment, the commercial pairs strangers with opposing views on transgender rights, climate change and feminism the beer company is the latest to economic consumption an ad to discuss.
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The campaign was letter a massive hit, comme il faut the most awarded campaign in the history of Cannes and racking dormy more than 164 million views connected youtube to appointment.
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Win: heineken's world's apart merely where pepsi's get-up-and-go was so wide skewered that the brand had to pull the advertizing and apologize, heineken snagged a infective agent youtube hit and plenty of attained media buzz with a similar issue-driven message.
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Political, social, and religious beliefs fundament be sensitive topics, yet heineken took them head-on fashionable their worlds obscure ad campaign.
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Heineken open your world campaign analysis
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This article explores heineken uk's recent purpose-driven promotion, worlds obscure, which expanded connected the brand's 'open your world' tagline through a movement that emphasised subsidence differences over A beer.
These strangers were then asked to finish an activenes together, then recovered out that they had.
The pepsi advertizement was over-the-top and glamorously shot, the heineken ad was simple and unostentatious.
Who is the director of innovation at Heineken?
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. His research validated the idea that common ground is critical to creating empathy and tolerance, which leads to being more open.
What did Heineken do with the Human Library?
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).
Where did the Heineken Worlds Apart campaign come from?
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. At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels.
What does the Heineken Open Your World AD mean?
The international beer distributor created a four minute ad with the tagline “Open Your World.” The video shows strangers with opposing views working together and discussing their contrasting beliefs over a beer. The ad has received widespread praise and definitely works to bring people together, instead of tearing them apart.
Last Update: Oct 2021
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