Heineken® - "The Social Swap" by The Golden Drum Awards 2024
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| Title | The Social Swap |
| Brief | Women receive abuse when they post their opinions about football online. Time and time again,we've seen female pundits and fans face torrents of online sexism in response to theircomments on the game – even when their opinions are identical to male colleagues.How could we expose this gender hypocrisy?Idea: The Social Swap.We had two of Britain’s most famous ex-footballers and football commentators, Jill Scott and Gary Neville, comment on X (formerly known as Twitter) during five UEFA Champions League Matches.Secretly, Gary and Jill switched social media accounts and commented from each other’s handles, so their opinions appeared to come from each other.As predicted, Jill Scott ’s account received five times more sexist comments than Gary Neville’s, including remarks like ‘Get back in the kitchen’.Later we revealed the stunt to press & public (film & release), exposing gender biases and championing Heineken’s® belief that football is for all fans. |
| Agency | Edelman |
| Campaign | The Social Swap |
| Advertiser | Heineken |
| Brand | Heineken® |
| Date of First Broadcast/Publication | Subscribers Only |
| Product | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Co-Chief Creative Officer EMEA | S...an R...e Subscribers Only |
| Co-Chief Creative Officer EMEA | M....as R...e Subscribers Only |
| Creative Director | M...in ..n Ad.....on Subscribers Only |
| Associate Creative Director Art Direction | M...in N...by Subscribers Only |
| Associate Creative Director Copy | S...n L...in Subscribers Only |
| Earned Creative | M..e C....rs Subscribers Only |
| Client Director | E...n T....rd Subscribers Only |
| Associate Client Director | H...y Z....ka M...in Subscribers Only |
| Account Manager | Séb.........colas Ch....in Subscribers Only |
| Account Executive | P....ck Q...k Subscribers Only |
| Senior PM | Sa....ha ..i Subscribers Only |
| Additional Agency | .e P.., R..e Subscribers Only |
| Global CCO | J..y J..., E....an Subscribers Only |
| EMEA CCO | M....as R...e, E....an Subscribers Only |
| EMEA CCO | S...an R...e, E....an Subscribers Only |
| Creative Director & Creative Lead Experiences EMEA | M...in ..n Ad.....on, E....an Subscribers Only |
| Associate Creative Director, Art Direction | M...in N....y, E....an Subscribers Only |
| Associate Creative Director, Copywriting | S...n L....n, E....an Subscribers Only |
| Earned Creative | M..e Ch....s, E....an Subscribers Only |
| Client Director | E...n Tu....d, E....an Subscribers Only |
| Associate Client Director | H...y Z....ka M....n, E....an Subscribers Only |
| Account Manager | Seba.........olas Ch.....n, E....an Subscribers Only |
| Account Exec | P....ck Q...k, E....an Subscribers Only |
| Senior Project Manager | Sa....ha B.., E....an Subscribers Only |
| Global CEO LePub, CCO Publicis | B...o Be.....i, L...b Subscribers Only |
| Global CCO | Cr.....na Bo......ni, L...b Subscribers Only |
| CCO | M...ea Gh.....iu, L...b Subscribers Only |
| Creative Director | M...e Po.....ol, L...b Subscribers Only |
| Creative Director | Ni....as B....i, L...b Subscribers Only |
| Art Director | J..o A....o, L...b Subscribers Only |
| Senior Copywriter | Ka.....na H....r, L...b Subscribers Only |
| Junior Art Director | N....ka R..., L...b Subscribers Only |
| Junior Copywriter | Sh.....jay G...a, L...b Subscribers Only |
| Global Head of PR & comms | Is....la Ce....i, L...b Subscribers Only |
| PR Manager | El....ra B...a, L...b Subscribers Only |
| Group Strategy Director | J...s M...e, L...b Subscribers Only |
| Client Services Director | D...de C...i, L...b Subscribers Only |
| Head of Digital Production | Vi....io Ca....o, L...b Subscribers Only |
| Head of Social & Content | Va.....na S....o, L...b Subscribers Only |
| Social Head Manager | N....ia C....s, L...b Subscribers Only |
| Social Media Manager | L..a Si......lo, L...b Subscribers Only |
| Chief Production Officer | Fr.....ca Za....a, L...b Subscribers Only |
| Producer | C...ia Mo....i, L...b Subscribers Only |
| Director | C....ll Co....s, L...b Subscribers Only |
| Exec Producer | A....io Z....ra Subscribers Only |
| DOP | D...el T...p Subscribers Only |