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Heineken Confronts Growing Work Life Imbalance with Global Campaign 'The Closer'

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Publicis Italy's work-shuttering tech encourages workers to close down at the end of the work day to enjoy time with friends

Heineken Confronts Growing Work Life Imbalance with Global Campaign 'The Closer'

With mounting societal pressure to be constantly busy, rapid adoption of new work technology and a global pandemic forcing a complete overhaul of where and when work gets done, workers have increased their average working day by 2.5 hours, according to NordVPN Teams. When added up, all these extra hours are negatively impacting overall employee wellbeing, translating to less time spent with friends and family or pursuing personal hobbies. 

HEINEKEN® is addressing this growing work life imbalance with The Closer, an outlandish high-tech bottle opener that immediately shuts all work applications when a bottle of Heineken is opened with it. Dramatized in a campaign film as the antidote to the increasing demands of our always-on work culture, The Closer bottle opener itself is a satirical symbol for the power every worker has to close down at the end of the day. 

"As a brand, we have always stood for creating moments of shared connections with others," said Bram Westenbrink, Global Head Heineken® Brand at HEINEKEN. "With the once-rigid boundaries between work and personal time rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about the importance of resisting the societal pressures to be in a constant state of busy work and encourage workers around the world to reprioritize social and leisure time with the people who matter most." 

The Closer bottle opener will be announced at an exclusive launch event reminiscent of iconic tech announcements. A keynote address by Billy Eichner will unveil the only gadget that can help solve a core problem caused by other remote-work enabling technologies. By overemphasizing the necessity of such a high-tech marvel, Eichner will remind us all that everyone already has everything they need to close down right at their fingertips. 

Workers in the United States will be able to enter for their chance to win a Closer bottle opener on June 8, 2022 at www.heineken.com/closer. But fans will have to act quickly, as the promotion will only be open from 10 am - 11:59 pm ET. More devices will be made available in additional markets in the coming months. 

Once all the Closer bottle openers are claimed, HEINEKEN® will encourage workers in the United States to block their calendars at the end of the day with a Calendar Closer to prevent coworkers from scheduling meetings after working hours. Workers who are first to use the Calendar Closer at www.heineken.com/closer will be rewarded with beer money to enjoy social time with their friends. 

"As people continue to feel like they have to work all the time, they're forgetting that disconnecting is even an option," said Bruno Bertelli, Global Chief Creative Officer of Publicis Worldwide, the lead agency that created the campaign. "That's why we created The Closer. It's not just technology; it's a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again." 

As a business with over 80,000 employees around the world, HEINEKEN® has not been immune to the increased demands placed on its vast workforce. An employee wellbeing program was established in 2021 to identify causes of work life imbalance around the world, with a dedicated team responsible for identifying and sharing best practices to address them. This year and beyond, the team plans to host over 1,000 workshops in 80+ countries to find new ways of working to better support the professional, emotional, social and physical wellbeing of all employees. This campaign was created to spark conversation, and for HEINEKEN®, it starts by empowering its own employees. 

"While work life imbalance is an issue felt around the world, it can't be solved with just one policy change," said Yolanda Talamo, Global Head of Human Resources at HEINEKEN. "This high-tech bottle opener is a symbol that acts as a catalyst for change, but the work is ahead of us. We are asking all of our employees to help us identify practical solutions that take into account the cultural nuances in each of the countries we operate in so everyone can enjoy more balance between their work and personal time." 

This is the first campaign from HEINEKEN® that launches "For a Fresher World," a new creative expression that aims to refresh the world by showing life tastes better with an open mind. With this new approach, campaigns will strive to challenge the obvious, reconsider stereotypes and oppose tired cliches. With this first effort, HEINEKEN® is inspiring people around the world to stop overworking and open their minds to what can happen after the work stops. 

To learn more about the The Closer global campaign, visit www.heineken.com/closer  

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HEINEKEN

Sr. Director Global Heineken® Brand: Bram Westenbrink

Heineken® Global Communication Director: Daniela Iebba

Heineken® Global Digital Director: Rob van Griensven

Heineken® USA Marketing Communications lead: Joshua Egan

Heineken® USA Brand Manager: Joe Conti

Heineken® Brand Global PR Lead: Jonathan O’Lone

Heineken® Global Digital Production Manager: Bram Reukers


Global PR: Fast Horse; Edelman

US LAUNCH EVENT:

Production company: Picrow

Director: Sergio Cilli

EP: Dal Wolf

EP: Anthony Ficalora

Producer: Susan DePalma

DP: Tom Banks

AD: Gabriel Blom

Production Designer: Edmund Levine

PRODUCT DEVELOPMENT, MAIN ASSETS, DIGITAL ASSETS
PUBLICIS ITALY/Le Pub

Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli

CEO Publicis Italy, Global CCO Publicis Italy & Le Pub Amsterdam: Cristiana Boccassini

Global CCO Publicis Italy & Le Pub Amsterdam: Mihnea Gheorghiu

Global Executive Creative Director Publicis Italy: Andrey Tyukavkin

Global Executive Creative Director Le Pub Amsterdam: Milos Obradovic

Global Creative Director Publicis Italy: Eoin Sherry

Creative Director Publicis Italy: Luca Boncompagni

Senior Copywriter Le Pub Amsterdam: Christopher Penman

General Manager Le Pub Amsterdam: Eleni Charakleia

Global Client Service Director Publicis Italy & Le Pub Amsterdam: Paola Natellis

Group Account Director Publicis Italy: Ilaria Castiglioni

Account Director Publicis Italy: Benedetta Neri

Project Manager Le Pub Amsterdam: Carolina Van Maasdijk

Chief Strategy and Innovation Officer Le Pub Amsterdam: Charles Laporte Aust

Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam: Bela Ziemann

Strategy Director at Publicis Italy: Monica Radulescu

Global data strategist Le Pub Amsterdam: Ilko Petkov

Chief Creation Officer Publicis Italy: Francesca Zazzera

Head of Video Production Publicis Italy: Anna Sica

TV Producer Publicis Italy: Barbara Brown

Global Account Director Le Pub Amsterdam: Derek Muller

Head of Delivery Le Pub Amsterdam: Siebren Benedictus

Head of Digital Production Publicis Italy: Vittorio Cafiero

Creative Director Publicis Italy: Diego Tardani

Senior Art Director Le Pub Amsterdam: Santi Urso

Associate Creative & Design Director Publicis Italy: Valentino Borghesi

Art Director Publicis Italy: Joao Araujo

Copywriter Publicis Italy: Ruben De Barros

TV Producer Publicis Italy: Sabrina Sanfratello

Social Media Director Le Pub Amsterdam: Ali Hares



MAIN ASSETS PRODUCTION COMPANY

Production Company: DIVISION

Director: Francois Rousselet

DoP: Paul Guilhaume

Executive Producer: Jules de Chateleux

Producer: Aurelie Bruneau


MAIN ASSETS POST PRODUCTION

Post-Production Company: The Mill Paris

Producer: Claire Garraud

Post Producer and VFX Supervisor: Stephane Pivron

Editor: Adriana Legay

Editor Prodigious (cut down 30+15): Enrico Munarini


MUSIC

Original music: Justin Hurwitz

two time academy award winner

DIGITAL ASSETS AND PRODUCT DEV
PUBLICIS ITALY/Le Pub

DIGITAL ASSETS - Boomerang. Part of Publicis Groupe

Chief Creative Oficer: Eldin Fetahovic

Chief Production Officer: Fikret Fetahovic

Chief Commercial Officer: Alexander Veltman Executive

Creative Director: Rico de Lange

Senior Creative: Bruno Lopes

Senior Creative: Santi Urso

Account Director: Charlotte Grotenhuis

Senior Project Lead: Manja Schuurhof

Senior Project Manager: Ilse Carpay

Digital Producer: Esteban Cuenca

Digital Producer: Bronson Wilson

Digital Producer: Vic Krens

Post Production Supervisor: Paulo Pennings

Post Production Lead: Yulia Vinchon

Lead Editor: Mike Duistermaat

Senior Editor: Anton Veselov

Colorist: Cyriel Roumen

Director: Frits Taberima

DOP: Olaf van Dam

Senior Producer: Laura Thrower

Focus Puller: Maxime van Erp

Gaer: Ernst Jan Thieme

Best Boys: Patrick Galvin + Tessa Holmes

Make Up Artist: Fieke Brokkelkamp

Stylists: Saskia de Vos / Christi Batelaan

Food Stylist: Hans Hogervorst


Dentsu RedStar (Media)

Global Client Director: Kate Hinz

Global Strategy Partner: Richard Wright

Strategic Digital Director: Ricardo Lopes




US Launch

Agencies: Canvas, Fast Horse, Rogers & Cowan

Genres: Comedy

Categories: Beers, Alcoholic Beverages

Publicis Italy, Thu, 02 Jun 2022 07:56:15 GMT