Publicis London

Core disciplines: Advertising/Creative, Integrated marketing



Heineken: Worlds Apart

Bringing new meaning to Open Your World



The Challenge
To bring renewed meaning and relevance to Heineken’s long running line, Open Your World, at a time when the world is increasingly divided.

The Solution
As a brand that has always stood for openness, our idea was to facilitate conversation between even the most divided of people, and subsequently build meaning for Open Your World.

Working together with experts in common ground and conflict resolution, we developed an experiment that would challenge two strangers with polarising views to come together and discuss their differences.

Our campaign launched with a film that showed three pairs of people meeting for the first time, and proves that when you see past the labels, even the most divided groups can come together to find common ground.


The Results 
35 million views (mainly organic)
Over 800 pieces of media coverage, including global TV
3 parodies and spin-offs
And as the film travels the world, with a reach of 3 billion, so does our message of openness.

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