|Category||D01. Social Video|
|Entrant||HEINEKEN UK London, UNITED KINGDOM|
|Idea Creation||PUBLICIS LONDON, UNITED KINGDOM|
|Media Placement||SPARK FOUNDRY London, UNITED KINGDOM|
|Production||RSA FILMS London, UNITED KINGDOM|
|Dave Monk||Publicis||Executive Creative Director (London)|
|Bruno Bertelli||Publicis||Global Chief Creative Officer (Publicis Worldwide)|
|Cristiana Boccassini||Publicis Italy||Executive Creative Director (Italy)|
|Milos Obravodic||Publicis Italy||Heineken Global Digital Creative Director|
|Marcus Iles||Publicis London||Creative Director|
|Seb Howling, Dom Desmond, Mark Daw, Rudhraigh McGrath||Publicis London||Creatives|
|David Pagnoni||Publicis Italy||Heineken Worldwide Account Director|
|Derek Muller||Publicis Italy||Heineken Global Account Manager|
|Sol Gafhoor||Publicis London||Planning Director|
|Chris Turner, James Moore||Publicis London||Planners|
|Trent Patterson||Publicis London||Managing Director|
|Katherine Thompson||Publicis London||Account Director|
|Colin Hickson||Publicis London||Head of Production|
|Toby Dye||Publicis London||Director|
|Alex Drake||Heineken||UK Brand Manager|
|Nic Casby||Heineken||UK Marketing Manager|
|Cindy Tervoot||Heineken||UK Marketing Director|
|David Lette||Heineken||UK Premium Brand Unit Director|
|Els Dijkhuizen||Heineken||Communication Manager Global Commerce|
|Anuraag Trikha||Heineken||Brand Communication & Digital Director Global Commerce|
|Gianluca Di Tondo||Heineken||Senior Director Global Heineken® Brand Global Commerce|
|Mihnea Gheorghiu||Publicis Italy||Heineken Global Digital Creative Director|
The CampaignOur idea was to demonstrate that there is more that unites us than divides us. To prove this, we developed an experiment together with Dr. Govinda Clayton, a conflict resolution specialist, that would challenge two strangers with polarizing views to come together, discuss their differences, and hopefully find some mutual understanding. With an experiment that was entirely unrehearsed, unscripted and using real people, not actors, you never know what the result will be. Yet, it goes to prove that even the most divided people can find common ground. The act of having a conversation, creating dialogue and listening to the other side can open your mind and open your world – we just have to take that first step.
Creative ExecutionThe 4.5-minute film was launched organically online in three versions optimised for each individual social platform. It was boosted through a PR push that seeded the film to national newspapers and online publications. This created momentum, but once people started sharing naturally (including unpaid celebrity endorsers) the film really took off. Paid media kicked in 5 days later to maintain momentum. This has been supported by our partnership with the Huffington Post that ensured a steady stream of content about common ground.
With social content principles advising towards short form edits, our 4.5 minute film seems to have broken all the rules. The film has been viewed a total of 17.7 million times, 13.6 million organically, with millions more views on fan and media channels. It has generated a huge volume of conversation - 625+ articles published, made international news coverage, became a trending topic on Twitter, made it to the front page of Reddit, was the number 1 ad on Youtube for April, created reaction videos online, and it has even spawned a couple of parodies too. In total it has generated 324,000 engagements, 531,000 shares and as the film travels the world, with a reach of 2 billion, so does our message of openness.
For many, shock followed Brexit. Yet Brexit was simply a consequence of something deeper. Our research showed open conversation had become suppressed (amplified by online echo-chambers). People weren’t talking to people with different opinions, and if they were, the online conversation was so toxic it fueled the problem. Our insight was that despite our differences we can always find something that connects us. You may not hold the same views, but the choice is either to ignore each other or engage and find a better understanding on both sides. The simple act of sitting down and having a conversation (perhaps over a beer) can be the first step to finding common ground. The strategy was simple, as brand that has always stood for openness, we would facilitate conversation between even the most divided of people, and subsequently build meaning for our tagline - Open Your World.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.