Heineken explores a new kind of ‘ghosting’ with paranormal activity at a bar

Korean actor Park Hyung-sik shared spooky footage on Instagram, which has since grown into a full campaign

Published On
Apr 24, 2023
Bar patrons reacting with alarm as a pint glass full of beer moves on its own across a table

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Remember the creepy stunts that Thinkmodo used to pull, like the one in the coffee shop with the telekinetic girl freaking everybody out?

There’s echoes of that in a new Heineken campaign from agency Le Pub, created for the Singapore and Malaysia markets. It began April 3 with an Instagram post from Korean actor Park Hyung-sik showing some seemingly paranormal activity at a bar. The video got almost 2 million likes—and was amplified well beyond that when shared by 15 other influencers.

A week later, it was revealed to be a Heineken campaign—with a fresh take on the concept of “ghosting,” as seen in the clip below.


The campaign went on to feature many more activations, including a full “ghosted bar” experience in Singapore on April 19—as well as 40 paranormal “ghosted bar” experiences across Malaysia, “gently spooking people into working responsibly and not ghosting their friends,” according to the brand.

“Ghosted Bar is an amazing new chapter dedicated to the #WorkResponsibly platform that is raising awareness of the sensitive work-life balance issue around the world,” said Bram Westenbrink, global head of Heineken Brand. “Heineken has always encouraged and fostered socialization and healthy human connections, as we feel that workers need to embrace more social and leisure time. We’re thrilled to bring this platform to Singapore and Malaysia as a reminder to leave your duties on time and not let your social life fall behind.”


Apr 24, 2023
Client :
Agency :
Le Pub
Sr. Director :
Bram Westenbrink
Global Communication Director :
Daniela Iebba
Global Communication Director :
Agnieszka Gorecki
Global Digital Director :
Rob van Griensven
Global Communication Manager :
Tanya Lubis
Global Digital Development Manager :
Pearly Lim
Brand and Business Development Director :
Rajeev Sathyesh
Global PR Lead :
Jonathan O'Lone
Head of Marketing :
Willemijn Sneep
Senior Brand Manager :
Julie Kuan
Brand Manager :
Jen Lyn Sin
Junior Brand Manager :
Natasha Ng
PR Manager :
Salini Muniandy
Marketing Director :
Gerald Yeo
Marketing Manager :
Benjamin Kwek
Brand Manager :
Odelia Ling
Brand PR and Communications Manager :
Tan Li Lyn
Global CEO :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Chief Creative Officer :
Cyril Louis
Global Executive Creative Director :
Eoin Sherry
Global Executive Creative Director :
Andrey Tyukavkin
Global Creative Director :
Jack Christensen
Creative Director :
Sergey Mast
Creative Director :
Stefano Zanoni
Associate Creative Director :
Yuste De Lucas
Associate Creative Director :
Rudy Zulkifly
Associate Creative Director :
Roberto Ardigò
Associate Creative Director :
Geo Joseph
Art Director :
Andrew Nicholas Yap
Art Director :
William Walter Watters
Copywriter :
David Casares
Head of Creative Technology :
Mauro Mazzel
Global Head of PR and Communication :
Isabella Cecconi
PR Manager :
Eleonora Botta
Chief Strategy & Innovation Officer :
Charles Laporte Aust
Global Strategy Director :
Monica Radulescu
Global Data Strategist :
Ilko Petkov
Senior Experience Strategist :
Antonio Jorgaqi
Global Head of Social & Content :
Valentina Salaro
Social Media Manager :
Lara Simoniello
Junior Social Media Manager :
Daniele Benvenuti
Global Client Service Director :
Paola Natellis
General Manager :
Hanh Kanssen
Group Account Director :
Ilaria Castiglioni
Group Account Director :
Tammy Tan
Account Director :
Gonzalo Gutiérrez Gauna
Account Supervisor :
Marta Dell'Adami
Account Manager :
Donggun Kim
Account Intern :
Marian Govin
Chief Creation Officer :
Francesca Zazzera
Producer :
Donovan del Rosario
Producer :
Mariella Maiorano
Managing Director :
Joanna Ong
Associate Director :
Dora Sham
Senior Associate :
Reen Lee
Senior Associate :
Jolynn Chan
Associate-in-training :
Isha Meleth
Production Company :
The Usual Suspects Pictures
Production Company :
Director :
Thay Littichai
Executive Producer :
Arunwan So
Producer :
Ramon Patamalikitsakul
DP :
Kuba Lubniewski
Art Director :
Aloysious Norman
Stylist :
Sabrina Simone Tan
Editor :
Pang Wei Fong
Editor :
Simon Tan
Grading :
Azman Mohamed
Online :
Music :
DaHouse Audio
Creative Director :
Justin Seow
Design Lead :
Balerie Ngo
Designer :
Eric Wong
Senior Account Manager :
Suzanne Woon
Account Manager :
Kyleen Ng
Account Executive :
Alexandra Stewart
Account Executive :
Eugene Ang
Operations Manager :
Kelvin Wang
Operations Executive :
Foo Chuan Shen
Tech Lead :
Ting Lee
Tech Director :
Justin Leo
Tech Project Director :
Raja Muhamad Danial
Front End Developer :
Eric Gor
Front End/Back End Developer :
Naufal Hafizi
CEO & Co-Founder :
Kevin Alderweireld
CCO & Co-Founder :
Jon S. Maloy
Creative Director :
Bernardo Moreira
Account Director :
Nour Dalle
Technical Lead :
Imran Behlim
Senior Strategic Planning Team Lead :
Maria Lekka
Global Client Manager :
Marie Boucaut
Senior Campaign Manager :
Lisa Van Vliet
Campaign Manager :
Ruben Neuhaus

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