Hey Pepsi, Here's How It's Done. Heineken Takes On Our Differences, and Nails It

Putting realities over production values

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

A feminist and a dude who feels awfully oppressed walk into a warehouse…

It sounds like the beginning of a joke, but it’s actually the setup for Heineken’s “Worlds Apart” experiment. Created by Publicis London, it’s being billed as the antidote to Pepsi’s obtusely pop-candy take on our messy political reality.

Instead of positioning resistance as the new Coachella, Heineken takes a more measured approach. Ahead of the operation, it filmed six people stating strongly held beliefs—that men are oppressed, that the fight for feminism is far from over; that climate change is real or “piffle”; that transgender people need a voice; that “transgender” is nonsense semantics.

Those unwitting candidates were then paired with their opposites and sent together into warehouses, where they found themselves with some instructions and a piece of furniture to build.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in