Our idea was to demonstrate that there is more that unites us than divides us.

To prove this, we developed an experiment together with Dr. Govinda Clayton, a conflict resolution specialist, that would challenge two strangers with polarizing views to come together, discuss their differences, and hopefully find some mutual understanding.

With an experiment that was entirely unrehearsed, unscripted and using real people, not actors, you never know what the result will be. Yet, it goes to prove that even the most divided people can find common ground. The act of having a conversation, creating dialogue and listening to the other side can open your mind and open your world – we just have to take that first step.

The 4.5 minute film was initially released organically online in three versions optimised for each individual social platform. They were boosted through a PR push that seeded the film to national newspapers and online publications. This created momentum, but once people started sharing naturally (including unpaid celebrity endorsers) the film really took off. Paid media kicked in 5 days later to maintain momentum. Our banners and 20” trailers drove people to our campaign website where people could view the longer form edit and sign-up to our human library events (a not-for-profit organization, the Human Library, that tackles stereotyping by giving you the chance to have a conversation with someone you might not have an opportunity to meet in everyday life – e.g. a refugee)

Further, our partnership with the Huffington Post will ensure a steady stream of content about common ground over the next 6 months.

With social content principles advising towards short form edits, our 4.5 minute film seems to have broken all the rules.

The film has been viewed a total of 17.7 million times, 13.6 million organically, with millions more views on fan and media channels. It has generated a huge volume of conversation - 625+ articles published, made international TV news coverage (USA Today, CNN, MSNBC), became a trending topic on Twitter, made it to the front page of Reddit, was the number 1 ad on Youtube for April, created reaction videos online, and it has even spawned a couple of parodies too. Not only that, the US Heineken CMO has reported incremental effects on sales too.

In total it has generated 324,000 engagements, 531,000 shares and as the film travels the world, with a reach of 2 billion, so does our message of openness.