Dutch brewing company, Heineken N.V. addresses the growing trend of work-life imbalance with a comical bottle opener in a new global campaign titled “The Closer”.
In a new campaign, Heineken and its creative communications partner Publicis Worldwide address the issue of work-life balance by featuring a high-tech bottle opener that promptly shuts down all work applications and devices when a bottle of beer is opened with it.
The campaign titled ‘The Closer’ addresses the increasing demands of the ’24/7′ work culture that has emerged in recent years. The 24/7 or “always-on” work culture has become even more prevalent as a result of the COVID-19 pandemic, and its effects on the affected working population seem to be permanent.
“As a brand, we have always stood for creating moments with others,” said Bram Westenbrink, global head at Heineken.
He continued; “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 busywork, and encourage workers around the world to reprioritize social and leisure time with the people who matter most.”
To mark the latest campaign, Heineken has invited actor and comedian Billy Eichner to speak at the exclusive launch event evocative of iconic tech announcements.
“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, the global Chief Creative Officer of Publicis Worldwide.
“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.”
In a final effort, Heineken is encouraging employees in the United States to use a Calendar Closer at the end of the day to prevent colleagues from scheduling meetings after working hours. People that are first to use the Calendar Closer will be rewarded with money to spend on social activities with their friends and family.