Turns out that the way to spend less time on social media is by… socialising. LePub Milan’s latest campaign for Heineken shows what happens when Joe Jonas and other top tier influencers don’t have anyone to influence. Sorry, social media.
The Eyes Dribble
In Latin America, UEFA Champions League games kick off right in the middle of the workday — and let’s face it, staying focused on video calls while your team is playing is almost impossible.
So Publicis Argentina and LePub Milan created Eyes Dribble: a desktop plug-in that makes it look like you’re paying full attention on video calls, while you’re actually watching the match. It keeps your eyes perfectly aligned with the camera, so you can follow every play without anyone noticing.
Because when football calls, we get it — you don’t want to miss a second. And with Eyes Dribble, now you don’t have to.
Starring Bars
LePub Milan presents Starring Bars – a global initiative to film all HEINEKEN® commercials in partner bars that need help. So when they’re not serving beers, they serve as sets, benefiting from rental income, production makeovers, and global visibility.
HEINEKEN® commercials are just the beginning. These bars are ready to star in movies, shows, music videos, and more. To make this happen, we’ve created a global location catalogue of HEINEKEN® bars from around the world to pitch to directors and production houses. Join Starring Bars and put your bar in the spotlight. Apply at starringbars.com
The Flipper
What do you do when everyone’s glued to their phones instead of the moment?
You flip the script—literally.
Heineken introduces The Flipper: a phone case that flips your phone face down every time someone says “cheers!”
Powered by a voice detection A.I. and designed for IRL connection, it’s a satirical invention created by LePub Milan, and LePub Amsterdam with a simple message: Life’s more social when you flip off socials.
Bar Dating
GenZ are very open minded. And yet for some reason they’re stuck with their usual bar.
So LePub Milan and LePub São Paulo have launched #BarDating: the first dating app for bars that sparks Gen Z bar dating life. Because guess what? You’re not married to your bar.
Available now on BarDating.com or in the Hei app.
Pub Succession
LePub Milan and Publicis Dublin with HEINEKEN® are launching a worldwide recruitment campaign to help one retiring Irish publican find a buyer for his 155-year-old Irish family pub located on Achill Island, off the west coast of Ireland. The only catch? You’ve got to be a McLoughlin. The search extends across the globe, from New York to Sydney, leaving no stone unturned along the way. So if you’re a McLoughlin, there’s a pub in Ireland with your name on it. Apply at pubsuccession.com
Social Screen
In South Africa, millions of football fans watch the Champions League matches alone on their phones. Heineken® teamed up with LePub Milan and LePub Johannesburg to turn this solitary experience into a social moment. We launched the Social Screen, an innovative technology that connects and attaches phones on a surface to turn them into a big screen together. A smart solution for football fans, proving that the best way to watch a match on your phone, is to watch it on your phones.
Wherever it takes you
Tinder, in collaboration with its creative partner in Europe, LePub Milan, launches “Wherever it Takes You – It Starts with a Swipe™”, a platform that showcases the endless possibilities that can unfold after a swipe. In this first chapter, we follow the true story of Brutalismus 3000, who went from matching on Tinder to becoming a world-famous techno band. Through reverse storytelling, we see them at the peak of their success on stage during a European tour, their first studio sessions creating music together in their apartment, and finally, their very first date triggered by a simple swipe. With this campaign, Tinder proves that it’s not just a dating app, but a gateway to inspiring connections.
GUAO GUAO
Forget mariachi, cactus and salsa. Latino culture is the new cool, taking over Genz with swag, mischief, style and ritmo. Grammy winner OVY ON THE DRUMS and MICRO TDH know exactly what we are talking about. That’s why LePub Milan teamed up with those two to drop a reggaeton track and a music video for Desperados, the beer with the most latino soul in town.
The result? “Guao Guao” is out. The Latin Vibe is in.
Excuses Bars
We all feel guilty when we come up with an excuse to ditch a commitment. This happens also in Spain, where, according to a survey, 58% of football fans make an excuse to watch the match. That’s why LePub Milan along with Heineken® stepped in to save their match night (and their conscience too). Sports bars signs in Madrid and Barcelona were turned into the most common excuses. So, for the next match, no more lies and no more guilt, because hardcore fans only make real excuses.