Heineken projects ads on to late-night offices to encourage a better work-life balance
Heineken has pulled off an illuminating Manhattan stunt to address the late working culture in the city and how this negatively impacts the work-life balance of office workers.
Targeting lonely office workers hunched over their screens with only the cleaners for company in otherwise deserted skyscrapers, the guerilla stunt saw the brand project its work-life balance messaging on to windows for all to see.
Highlighting the negative consequences to wellbeing of spending too much time at work, the campaign features lines including: ‘Overworking? The Closer can help.’
This communicates that help is at hand in the form of a satirical high-tech bottle opener that automatically shuts down your PC when cracking open a Heineken.
Bram Westenbrink, global brand head at Heineken, said: “As a brand that is built around the celebration of real moments of human connection, we strongly believe that life is about making time for friends over a beer, and not for late nights in the office alone.
“Through this campaign, we are challenging the culture of overworking that continues to get in the way of moments that matter. By projecting our ad on to a building where people were working late into the evening, we hope to encourage people to reprioritize the ‘life’ in ‘work-life balance.’”
Ensuring the messaging also reached those working a 9-5, Heineken reproduced the creative projections in print form for The New York Times to hammer home the importance of friends, family and sleep for a fulfilling life.