The Social Swap

Creative idea

Women receive abuse when they post their opinions about football online. How could we expose this gender hypocrisy? Idea: The Social Swap. We had two of Britain’s most famous ex-footballers comment on X 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.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: The Social Swap
Agency network: PUBLICIS
Agency: LePub, Milan
Additional company: Edelman
Chief creative officer: Mihnea Gheorghiu
Creative director: Marie Poumeyrol; Nicholas Bakshi; Martin Jon Adolfsson
Art director: Joao Araujo; Nithika Romy; Martin Noreby
Copywriter: Katharina Haller; Shrutunjay Gupta; Simon Lublin
Account director (agency): Sebastien-Nicolas Chiffrin; Patrick Quirk; Samantha Bui
Strategic planner / strategist: James Moore
Pr director: Isabella Cecconi
Director: Caswell Coggins
Agency producer: Alessio Zazzera; Francesca Zazzera; Cinzia Morandi
Digital production: Vittorio Cafiero
Additional company: Global CEO LePub, CCO Publicis Worldwide-Bruno Bertelli; Global CCO-Cristiana Boccassini; DOP-Daniel Trapp; Senior PR Manager-Eleonora Botta; Client Service Director-Davide Corti; Head of Social & Content-Valentina Salaro; Social media Manager-Natalia Cortes-Lara Simoniello; Global CCO Edelman-Judy John; EMEA CCO-Mattias Ronge-Stefan Ronge; Earned Creative-Mike Chivers; Client Director-Ethan Tuxford; Associate Client Director-Harry Zelenka Martin