Heineken | Worlds Apart | #OpenYourWorld
I recently had a pretty intense interview for a very large
Ad agency. As I was preparing myself for it, I went over the most
impactful campaigns I’ve seen over the past year and Heineken’s Worlds Apart
campaign in an effort to start a conversation with people of polar opposite perspectives
was BEAUTIFULLY done. Pepsi tried (and notably) failed at doing this. The campaign
asked the question: “can two strangers with opposing views prove that there’s
more than that unites us than divides us?”
I used to live in Germany, close to a Heineken factory, so
the beer was always top of mind when I choose what kind of beer I would like to
drink. However, what this campaign did for me was make me proud to be a
Heineken beer drinker. I wasn’t ashamed and it gave me a strong brand to stand
next to, which is a trend that millennials in particular seek brands that stand
for something. It was effective because this was a real demonstration of
different people, rather than as Rory Sutherland put it, trying to show their
culturally awareness bra strap that makes people cringe.
The target had to be obviously for those who are older than
21 but also for those who are young thinkers, in an ever-changing work. They
target people who travel and have to encounter a myriad of different
personalities.
I
think this is one of my favorite and more effective campaigns I’ve seen in a
while.
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