HEINEKEN
Meaningful Connections
In Spring of 2017, HEINEKEN launched its “Worlds Apart” campaign, a social experiment that paired sets of strangers with differing backgrounds, ideals and views, and invited them to first build a bar together, then discuss their differences over a cold beer. They coupled an environmentalist with a climate change denier, a transphobic man with a transgender woman, and a feminist with an antifeminist. United over a beer, each partner made a real effort to understand the other, someone unlike anyone she or he normally conversed with, and forged an authentic (Meaningful) connection. HEINEKEN’s campaign tastefully tapped into a widely felt desire to comprehend the other side of an “incomprehensible” ideological gap, and made its product a suitable bridge.