Heineken® - "The Social Swap" by PHNX 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 | 2023 / 5 |
| Product | Heineken® |
| Business Sector | Beers, Ciders, Lagers |
| Story | CREATIVE INSIGHT: On social media, women experience online sexist behaviour when they post their opinions about football. Unfortunately, time and time again, we've seen female pundits and fans face a torrent of online sexist abuse when they speak their mind about the beautiful game. – even though their opinions are identical to their male colleagues. CREATIVE IDEA: To undeniably expose gender bias on social media, we conducted an experiment on X (formerly Twitter) where Jill Scott and Gary Neville, two of Britain’s most famous ex-footballers and current football commentators, secretly switched social accounts during five Champions League matches. Tweeting their usual opinions, receiving unusual comments. As predicted, Scott’s account received five times more sexist comments than Neville’s, including remarks like ‘Get back in the kitchen’ and ‘concentrate on the girls’ league’. By letting two football commentators secretly switch social accounts, we got people to expose their gender biases in the most clear and undeniable way, while at the same time getting the wider football community to stand behind Heineken’s® belief that football is for all fans. |
| Media Type | Case Study |
| Length | |
| Co-Chief Creative Officer EMEA | Stefan Ronge |
| Co-Chief Creative Officer EMEA | Mattias Ronge |
| Creative Director | Martin Jon Adolfsson |
| Associate Creative Director Art Direction | Martin Noreby |
| Associate Creative Director Copy | Simon Lublin |
| Earned Creative | Mike Chivers |
| Client Director | Ethan Tuxford |
| Associate Client Director | Harry Zelenka Martin |
| Account Manager | Sébastien-Nicolas Chiffrin |
| Account Executive | Patrick Quirk |
| Senior PM | Samantha Bui |
| Additional Agency | Le Pub, Rome |
| Global CCO | Judy John, Edelman |
| EMEA CCO | Mattias Ronge, Edelman |
| EMEA CCO | Stefan Ronge, Edelman |
| Creative Director & Creative Lead Experiences EMEA | Martin Jon Adolfsson, Edelman |
| Associate Creative Director, Art Direction | Martin Noreby, Edelman |
| Associate Creative Director, Copywriting | Simon Lublin, Edelman |
| Earned Creative | Mike Chivers, Edelman |
| Client Director | Ethan Tuxford, Edelman |
| Associate Client Director | Harry Zelenka Martin, Edelman |
| Account Manager | Sebastien-Nicolas Chiffrin, Edelman |
| Account Exec | Patrick Quirk, Edelman |
| Senior Project Manager | Samantha Bui, Edelman |
| Global CEO LePub, CCO Publicis | Bruno Bertelli, LePub |
| Global CCO | Cristiana Boccassini, LePub |
| CCO | Mihnea Gheorghiu, LePub |
| Creative Director | Marie Poumeyrol, LePub |
| Creative Director | Nicholas Bakshi, LePub |
| Art Director | Joao Araujo, LePub |
| Senior Copywriter | Katharina Haller, LePub |
| Junior Art Director | Nithika Romy, LePub |
| Junior Copywriter | Shrutunjay Gupta, LePub |
| Global Head of PR & comms | Isabella Cecconi, LePub |
| PR Manager | Eleonora Botta, LePub |
| Group Strategy Director | James Moore, LePub |
| Client Services Director | Davide Corti, LePub |
| Head of Digital Production | Vittorio Cafiero, LePub |
| Head of Social & Content | Valentina Salaro, LePub |
| Social Head Manager | Natalia Cortes, LePub |
| Social Media Manager | Lara Simoniello, LePub |
| Chief Production Officer | Francesca Zazzera, LePub |
| Producer | Cinzia Morandi, LePub |
| Director | Caswell Coggins, LePub |
| Exec Producer | Alessio Zazzera |
| DOP | Daniel Trapp |