‘The Ghosted Bar’ campaign, which stars Korean actor Park Hyung Sik, aims to inspire young people to “work responsibly” and not let their friends down by ‘ghosting’ them and working instead.
The campaign aims to help young people shift away from the culture of overworking and enjoy socializing instead. It is based on research by Heineken, conducted by YouGov, which revealed 45% of young people in Singapore and Malaysia ‘ghost’ their friends due to work commitments. What’s more, 64.5% feel burned out at work, and 42.5% believe work has impacted their relationships with friends and partners.
The Ghosted Bar
Agency
Singapore, Milan
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