Heineken Brings Together Strangers With Clashing Beliefs in a 'Social Experiment'

Three Very Different Pairs Build a Bar, and Have a Beer, Together

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Heineken brings together strangers with directly opposing beliefs and points of view and gets them to build a bar together in a "social experiment" designed to overcome barriers in an overly polarized world.

The film, directed by Toby Dye of RSA for Publicis London, sees three pairs team up; a climate-change denier with an environmental activitist, a transgender woman and a right-wing guy who thinks it's "wrong," a feminist and an anti-feminist. They're challenged with assembling some flat pack furniture and then a bar, as well as discussing each other's personalities (but not beliefs specifically).

It's only after they've worked together are they shown a film of the other person discussing their beliefs. They are then given the choice either to walk away or sit down and have a beer with the other person. Their reactions and expressions seem authentic -- and in a world where we're told we're all existing in social media echochambers, the film shows the power of actually connecting with people in person as opposed to trolling them online.

As part of the project, which forms part of Heineken's ongoing "Open Your World" campaign, Heineken is also partnering with The Human Library, a not-for-profit organization that uses conversation to challenge stereotypes. It's also launched a Facebook Chatbot that connects unexpectedly like-minded people from diverse backgrounds, and will hold internal "Mix It Up" sessions, where Heineken staff from its offices and breweries across the UK will be encouraged to spend time over a sandwich or beer with people in the organization they haven't met before.

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Apr 20, 2017
Publicis London
PR Agency:
Creative Agency:
Global Chief Creative Officer:
Bruno Bertelli
Executive Creative Director:
Dave Monk
Executive Creative Director:
Cristiana Boccassini
Heineken Global Digital Creative Director:
Milos Obradovic
Heineken Creative Director:
Marcus Iles
Seb Howling
Dom Desmond
Mark Daw
Rudhraigh McGrath
Account Team:
Trent Patterson
Account Team:
David Pagnoni
Account Team:
Derek Muller
Account Team:
Katherine Thompson
Account Team:
Elzabe Buys
Sol Ghafoor
James Moore
Chris Turner
Head of Production:
Colin Hickson
Project Management:
Kym Adams
Project Management:
Michael Fitzgerald
Design Team:
Andy Breese
Design Team:
Teju Sanusi
Design Team:
Elisa Fuentes
Chatbot Partner:
Media Agency:
Production Company:
Toby Dye
Julian Eguiguren
Ben Porter
Post Production Company:

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