Brewing discussions

25.04.2017 Heineken : Civic Brands : The Dislocated World
Worlds Apart by Heineken and Publicis London, UK

UK – A new ad by Heineken challenges stereotypes by bringing together individuals with opposing viewpoints.

  • The ad is part of the brand’s Open Your World campaign, which aims to foster interaction between different communities
  • The brand is holding Mix It Up sessions to encourage its staff to spend more time with colleagues they have not met

In a polarised, Dislocated World, Heineken’s ad aims to communicate the benefit of bringing people with diverse viewpoints together.

The film, which is billed as a ‘social experiment’, features a climate-change denier paired with an environmental activist, a transgender woman paired with a man who believes strongly in traditional gender roles, and a feminist paired with an anti-feminist.

The duos take part in a series of ice-breaker activities, which are followed by a discussion in which they are encouraged to learn more about each other.

Heineken has also launched a Facebook Chatbot that aims to help people to break out of their social silos by introducing them to like-minded individuals from diverse backgrounds.

The Big Picture

In the run-up to the June 2017 UK general election, brands like Heineken and QallOut are demonstrating how businesses can help to facilitate social change. To find out more, read our Civic Brands macrotrend.

What do we use cookies for?

We use cookies to make use of our platform's paid features possible and to analyze our traffic.

No personal data (including your IP address) is stored, nor do we sell data to third parties.

Learn more