Purpose, when it comes to brands, is a strange thing. When it works well, and the brand can truly attest to having a reason for existing and working beyond the product, purpose can catapult a brand to earned media adulation and broad positive sentiment. For Heineken, its tagline, if not its purpose, is to ‘open your world’. This has placed the brand in the firing line of certain critics, who argue that that brands overstate – to the point of self-delusion – their role in people’s lives.

Heineken, however, is more sober. “We’re not there to change the world or to really take sides and I think that's really important,” said Cindy Tervoort, UK Marketing Director for the global beer brand, speaking at the 2017 Cannes Lions festival, about the Open Your World campaign which had been unveiled a couple of months earlier.

Heineken is well known in the UK, thanks to its involvement with the UEFA Champions League, Formula One and James Bond. ”But people didn’t know really what Heineken was about and what our point of view was, and what Open Your World – which has been a tagline for years – meant for us. So the brief was to bring that to life.”