Heineken: Worlds Apart

  • I Space Studios, London, 2017

Heineken presents ‘Worlds Apart’ An Experiment. Can two strangers with opposing views prove that there’s more that unites than divides us?

This 2017 campaign by Heineken featured pairs of people with opposing viewpoints attempting to complete joint tasks, such as building furniture or assembling a bar together. At the completion of the tasks, a pre-recorded interview would be projected onto the warehouse wall, revealing their difference of opinion.

Unscripted and filmed under strict documentary conditions, this real-life social experiment in which two complete strangers, divided by their beliefs, meet for the first time, touched a nerve with audiences worldwide. With over 18 million views in less than two weeks, the film sparked a global conversation, with extensive media coverage everywhere from the Washington Post, Good Morning America, to Time and The Guardian.

Mesmer provided technical consultancy and projection equipment, supplying a 14k laser projector and playback system which could be hidden completely out of view of the participants, and project and correct for the the extreme angle involved.