OPEN YOUR WORLD (WORLD'S APART)
|Category||F01. Integrated Campaign led by PR|
|Title||OPEN YOUR WORLD (WORLD'S APART)|
|Entrant||EDELMAN London, UNITED KINGDOM|
|Idea Creation||EDELMAN London, UNITED KINGDOM|
|Idea Creation 2||PUBLICIS LONDON, UNITED KINGDOM|
|Media Placement||STARCOM London, UNITED KINGDOM|
|PR||EDELMAN London, UNITED KINGDOM|
|Production||PUBLICIS LONDON, UNITED KINGDOM|
|Dave Monk||Publicis||Executive Creative Director|
|Marcus Illes||Publicis||Creative Director|
|Sol Ghafoor||Publicis||Strategy Director|
|Trent Patterson||Publicis||Managing Director|
|Colin Hickson||Publicis||Head of Production|
|Mel Hinds||Edelman||Managing Director|
|Jackie Kough||Edelman||Account Director|
|Tom Brett||Edelman||Senior Account Manager|
|Cindy Tervoort||Heineken UK||Client Marketing Director|
|Nic Casby||Heineken UK||Client Brand Manager|
The CampaignWe are never as open as we think we are. We look for views that correspond and reinforce our own, fuelling our preconceptions for the kind of people we’ll like, and those we won’t. These pre-conceptions are the enemy – they stop us looking for what unites us and they shut us down from each other. Our idea was to prove, with real people and real conversations, that there is more that unites us than divides us and that despite our difference we can always find something that connects us. And when we do, we open our minds and open our world. Our idea extends beyond the Worlds Apart film, as the catalyst, tipping into real life via internal events at Heineken, getting colleagues to find common ground by mixing with people they wouldn’t normally, to external events – proving our idea in real life with the Human Library partnership.
ExecutionOur strategy was designed to generate maximum conversation by targeting news media and opinion-formers who would share across social. First, we scientifically validated that common ground leads you to being more open, partnering with Goldsmiths University. We hosted an intimate press event to premiere the film, inviting media to challenge their own prejudices by engaging in a live Human Library event, recreating the experience shown in the film. Released a series of exclusives with the Evening Standard, Telegraph, Fast Company and Independent that provided the catalyst for a groundswell of conversation. Targeted influential voices across the Twitterscape to increase the visibility and talkability. Over 8 consecutive days we generated 13 million organic views before paid media was turned on. Next we will be hosting a series of employee and consumer Human Library events across the UK, including Wilderness Festival, challenging people to step out of their echo chambers for real.
Widespread global engagement across 150 countries 17.7M VIEWS (13.6M ORGANIC) 625+ ARTICLES PUBLISHED Trending topic on Twitter 22,000 social media mentions with the sentiment being overwhelmingly positive (87%). A number of celebrities took to Twitter to praise the campaign including, Perez Hilton, Piers Morgan, Sarah Silverstone, Jane Lynch, Jennifer Saunders and Trevor Donovan. Made front page on Twitter No 1 ad on YouTube in April Generated 324,000 engagements, 138,000 shares
The SituationThe rise of populism and the affect it has had on the landscape in the UK has, it seems, impacted our belief systems, leading us to seek confirmation in cosy echo chambers, less tolerant of views we don’t share. The result is we are closing down, not opening up. Could a campaign with a simple message strike a chord to break down the barriers dividing us and prove there is more that unites than divides us? Our social experiment was timely, capturing a mood and sparking a global conversation, because it has a real human story at its heart.
The StrategyIgnite consumers with a meaningful story by inviting polar opposites to find something in common. Prove that when you see past the labels, even the most divided can come together. Not only the genesis for our Worlds Apart film, but also the foundation for a first-of-its-kind partnership with a unique not-for-profit, the Human Library – a global organisation with a UK outpost that uses conversation to challenge stereotypes. Every ‘book’ in The Human Library™ is a real person with a story – from street sleepers and refugees, to transgender and people with life-changing illnesses. Each ‘book’ can be loaned for a conversation and a chance to find common ground. This isn’t about a marketing message. Heineken is making an ongoing commitment to drive change by taking action both at a corporate and brand level, lending its scale to the Human Library and leading people to think and
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