Heineken has launched a new campaign called ‘Open Your World’ in the UK in an effort to promote openness. The premise is simple: sitting down and having a conversation over a beer helps bring people together. Watch the video below to get a glimpse of Heineken’s approach.
The campaign kicks off with a social experiment that features real people. ‘Worlds Apart’ is a real-life social experiment that puts together two total strangers that are divided by their beliefs, meeting for the first time. What happens when you bring together a feminist, and an anti-feminist? Or a climate change activist with someone who thinks the whole idea is “piffle”?
Heineken sets out to prove that when you see past the labels, even the most divided groups can come together to find common ground. Apart from ‘Worlds Apart’, the campaign includes a study let by Goldsmiths University on the Science of Common Ground; an employee ‘Mix It Up’ campaign and Facebook Chatbot that connects people from diverse backgrounds.To inspire as many people as possible to take action in real life, Heineken is partnering with The Human Library, a unique not-for-profit organisation that uses conversation to challenge stereotypes. Every ‘book’ in The Human Library is a real person with an extraordinary background – from street sleepers and refugees, to transgender and people with life-changing illnesses.
