Bronze
Use of Social Media & Influencers
Beverages
| Entrant: | LePub, Milan |
| Brand: | Heineken |
| Title: | "The Social Swap" |
| Corporate Name of Client: | Heineken |
| Client Company: | Heineken, Amsterdam |
| PR Company: | Edelman, London |
| PR Company Account Manager: | Sebastien-Nicolas Chiffrin |
| PR Company Account Executive: | Patrick Quirk |
| PR Consultant: | Eleonora Botta |
| PR Company Global Chief Creative Officer: | Judy John |
| PR Companies EMEA CCOs: | Mattias Ronge/Stefan Ronge |
| PR Company Creative Director: | Martin Jon Adolfsson |
| PR Company ACD Copywriter: | Simon Lublin |
| PR Company ACD Art Direction: | Martin Noreby |
| PR Company Earned Creative: | Mike Chivers |
| PR Company Client Director: | Ethan Tuxford |
| PR Company Associate Client Director: | Harry Zelenka Martin |
| PR Company Senior Project Manager: | Samantha Bui |
| Agency: | LePub, Milan |
| Agency Global CEO LePub, CCO Publicis Worldwide: | Bruno Bertelli |
| Global Chief Creative Officer: | Cristiana Boccassini |
| Chief Creative Officer: | Mihnea Gheorghiu |
| Creative Directors: | Marie Poumeyrol/Nicholas Bakshi |
| Senior Copywriter: | Katharina Haller |
| Copywriter: | Shrutunjay Gupta |
| Art Directors: | Joao Araujo/Nithika Romy |
| Agency Head of Production: | Francesca Zazzera |
| Agency Executive Producer: | Alessio Zazzera |
| Agency Producer: | Cinzia Morandi |
| Agency Chief Digital Officer: | Vittorio Cafiero |
| Agency Social Media Director: | Valentina Salaro |
| Agency Social Media Managers: | Natalia Cortes/Lara Simoniello |
| Agency Global Head of PR & Communication: | Isabella Cecconi |
| Agency Strategy Director: | James Moore |
| Agency Account Director: | Davide Corti |
| Production Company: | Prodigious, Milan |
| Director: | Caswell Coggins |
| Executive Producer: | Alessio Zazzera |
| Director of Photography: | Daniel Trapp |
Description:
As the official sponsor for both the Women’s and Men’s UEFA Champion Leagues, Heineken wanted to expose this gender hypocrisy and help stop toxic online behaviors because sports should be enjoyable and inclusive for everyone.
To reveal the hypocrisy on social media, we teamed up with former England international players turned pundits, Jill Scott MBE, and Gary Neville and asked them to switch their social accounts - secretly and without the public's knowledge - during the UEFA club finals in May & June 2023.
They shared their genuine views on soccer on the social media platform X (former twitter) over five days and five matches. Jill posted from Gary’s account, and vice versa - making it seem as if their opinions came from each other.
With comments like "Go back to the kitchen" on Jill's account, users demonstrated the gender hypocrisy we predicted.
We collected the abusive and toxic responses and turned into a hero film of “The Social Swap” campaign by having Jill and Gary read the comments out loud.
The video ironically exposed gender bias towards the press and football fans around the world, while reinforcing Heineken's belief that football is for all fans.
To further improve a healthy environment online, Heineken purchased 5000 licenses for AI-powered moderation tool Arwen that filters out sexist and racist comments from people’s social media feeds and distributed the tool to fans on a campaign microsite.
The earned-centric amplification strategy ran across 35 markets and created significant buzz. In total, we saw a 230% increase amongst women in the belief that Heineken promotes diversity & Inclusion.
Overall, the video achieved 77 million views and generated an impressive 7,800 mentions and over 1.4 billion impressions.