Heineken Worlds Apart

A small sample of global media coverage, working in collaboration with Edelman, for Heineken's Worlds Apart campaign by Publicis London.

Heineken wanted to create a deeper engagement and greater trust with its male target audience.

The insight behind the campaign was that we are not as open as we think we are, but when we find common ground, over a beer, we are more likely to open up. There is more that unites us than divides us, and despite our differences, we can always find something that connects us.

The 'Worlds Apart' film secretly brought together extreme opposites and invited them to bond before revealing their true identities. The film provoked a global conversation among tens of millions of people, driven by a precision-targeted media and influencer strategy in earned media. A partnership with the Human Library (led by Edelman) gave the campaign credence, turning the acts of setting aside differences and finding common ground over a beer into a real-world experience for Heineken employees across the UK and consumers in UK pubs, bars, and summer festivals.