“Not All Nights Out are Out” is the first gaming campaign of Heineken. The initiative merges the gaming culture with the brand’s product, celebrating online entertainment as an important moment of socialization. The main film, titled “Just Another Night Out”, tells the story of Alex and three friends. With the city of São Paulo as a background, the protagonist faces several challenges on the way to a night of fun organized in an unexpected place.
The Best Driver
Who’s the best driver? The one who always takes everyone home? The one who has the largest car? The one who likes driving the most? or maybe double F1 World Champion Max Verstappen? The best driver is the one who is not drinking. Unless it’s Heineken 0.0 of course.
The Ghosted Bar
‘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 Office Cleaners
Heineken’s new campaign “The Office Cleaners” is part of the #WorkResponsibly platform and aims to raise awareness among workers about the importance of having a work-life balance. This time, to remind people stuck at work that it was time to leave the office and spend the night with friends, we partnered with the only people employees see when working at night: the office cleaners. And from now on, everyone will know that when you see the office cleaners, it’s time to see your friends.
The Believer
The world is full of good things, even though in these cynical and disenchanted times, we have stopped seeing them. To believe in good again, all it takes is to start seeing that there are small acts of goodness all around us. This is what the brand film Mulino Bianco is about: behind the fantasy of a little girl who imagines her lost teddy bear returning home after a long journey alone, lies the good and altruistic gesture of someone unexpected.
Passive Cooking
The project aims to inspire consumers around the world to take part in having a beneficial impact on the planet through simple actions by inviting people to embrace positive behaviours by changing their kitchen habits, while educating pasta lovers on a new way of enjoying pasta as a “Sign of love for the planet”: a global message that boldly combines Italian tradition and technology in pursuit of sustainability. The campaign idea revolves around an ancient cooking technique renown as “Passive Cooking”, an alternative and more sustainable way of cooking pasta that could transform the preparation process by encouraging consumers to adopt practices that are both energy-saving and efficient. One portion of pasta may not seem like much but with 438 million ones served every day there could be a slight change with significant environmental impact on a global basis.
The recipe for togetherness since 1877
In a world full of distractions, Barilla reminds us the joy of slowing down and sharing a meal with loved ones. With a 140-year-old legacy, Barilla’s pasta is a timeless symbol of togetherness, creating memories that last a lifetime. Let’s twirl our forks and toast to good food and great company!
Bar Experience
The Horeca industry has been confronted with unprecedented staff shortages, leading establishments to reduce their capacity or, in some cases, closing down. Heineken really believes that bar work can help young people build a successful career. That’s why the brand, will officially recognize bar experience in the hiring process. The backdoor of bars all across the Netherlands were chosen to convey this powerful message to potential candidates: “This backdoor can lead you to our front door.” Heineken is the first company in the world to both officially certify and consider bar experience as valuable to get hired.
The Closer
We launched Heineken’s new positioning “For a fresher world” with a campaign bringing a fresh perspective to work-life balance. As more and more people, especially Gen Z, are facing overwork and burnout, we wanted to remind everyone that logging off can be easier than they think. So we created The Closer: a bottle opener that automatically closes your work when you open a beer. The device that we designed, manufactured, and shared with the world doesn’t just help people #WorkResponsibly, but helps the world be just a little fresher.
Nobody Watches Women’s Football
After going through thousands of interviews, opinions and tweets that attacked Women’s football, we managed to pin the one that repeated the most: ‘Nobody watches women’s football’. With audiences watching women’s football breaking attendance and viewership record after record, we decided to let actions counter attack the trolls. At the final of Women’s Euro 2022, at Wembley stadium.