They say that opposites attract but when it comes down to it, can we really get along with people whose opinions differ vastly from ours? In a new social experiment that effortlessly demonstrates the brand’s values, Heineken explores this very issue.
In the film created by Publicis London, two strangers meet and following instructions are carefully set out for them to work together to build a bar. Not initially aware of why they have been paired up, they slowly get acquainted and are pleasantly surprised to find common ground. That is until the truth is revealed via a video and their differing views on feminism, climate change, and LGBT rights are brought to light.
In the wake of this bombshell, they are invited to hash it all out over a beer or they are free to leave. In a thankfully positive turn of events each pair decides to stick around, recognising that although the opinions they hold close to heart may be different, it’s these differences that make us who we are.
Cindy Tervoort, head of marketing at Heineken, said “We know we’re never going to agree on everything but there will also be common ground. Whether it’s 1950, 2017, or 2027, being open lets us get more out of life. It makes the world a more interesting place. And it makes every story worth listening to.”
In order to reenact the film’s message in real life, Heineken will be working in partnership with non-profit organisation The Human Library. Offering a collection of “books” – each of which is actually a person with an extraordinary background, The Human Library aims to promote solidarity, in spite of our differences. These “books,” which can be “loaned” for a conversation, offer the opportunity to discuss with others and will be available at a series of events and festivals across the UK this summer.
In addition to this, Heineken will also be supporting a new Goldsmiths University study that explores the “Science of common ground,” led by behaviour expert Dr Chris Brauer. Not only promoting this positive message externally, Heineken will be holding “Mix it up” sessions which will give its staff the opportunity to get to know people in the company they have not met before.
A wonderful example of how our differences can set us apart or if we let them, bind us together, Heineken’s Worlds Apart film provides a glimmer of hope that in the end, we are all human and all we really want is to just get along.
Agency: Publicis London
Campaign: World’s Apart