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Heineken addresses work-life imbalance with satirical bottle opener


By Amy Houston, Senior Reporter

June 1, 2022 | 3 min read

Global beverage brand Heineken, as well as its agency partner Publicis Worldwide, is tackling the topic of work-life imbalance in a new ad that humorously features a high-tech bottle opener that immediately shuts all work applications when a bottle of beer is opened with it.


The Heineken bottle opener is said to immediately shut all work applications when a bottle of beer is opened with it / Publicis Worldwide

‘The Closer’ adresses the increasing demands of the ‘always-on’ work culture that has increased over the past couple of years due to the pandemic.

“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.”

To celebrate the latest campaign, the beer company has tapped actor and comedian Billy Eichner to speak at an exclusive launch event reminiscent 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, 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 push, Heineken is encouraging 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. People who are first to use the Calendar Closer will be rewarded with money to enjoy social time with their friends and family.

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