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.”