Heineken turned late-night NYC office workers into outdoor ads

Stunt promoting its app-closing bottle opener dubbed 'The Closer' literally spotlighted those working late

Published On
Jul 25, 2022

Editor's Pick

Heineken is continuing to promote itself as the beer brand that helps you to take a break from tech, social media and overwork—this time, with an outdoor stunt that literally spotlighted people working late at the office and turned them into ads. 

To promote its tech-driven bottle opener dubbed "The Closer," which it introduced last month to encourage people to switch off their work devices, the brand captured office workers burning the midnight oil in Midtown Manhattan last week. It projected lights onto the buildings, alongside the tagline “Overworking? The Closer can help."

As well as the projections onto multiple office buildings, the images were captured to feature in a print ad in The New York Times.

“Through this campaign, we are challenging the culture of overworking that continues to get in the way of moments that matter,” said Bram Westenbrink, global head of Heineken brand in a statement. “By projecting our ad onto a building where people were actually working late into the evening, we hope to encourage people to reprioritize the ‘life’ in ‘work-life balance,’”

Earlier this year the brand also held a press conference in the metaverse to publicize a new beer that "tastes of nothing" in a stunt to promote its real-life new launch, Heineken Silver. It followed that with a campaign that played on the fakeness of Instagram. 

It's all part of a wider global campaign based around the line "For a Fresher World," revolving around the idea that life tastes better with an open mind.  Publicis Italy and Le Pub were behind the work. 

Heineken working late


Jul 25, 2022
Client :
Agency :
Publicis Italy/Le Pub
Senior Director Global Heineken Brand :
Bram Westenbrink
Global Communication Director :
Daniela Lebba
Global Digital Director :
Rob van Griensven
Marketing Communications Leader :
Joshua Egan
Senior Brand Manager :
Joe Conti
Global PR Lead :
Jonathan O’Lone
Global CEO :
Bruno Bertelli
Cristiana Boccassini
Global CCO :
Mihnea Gheorghiu
Global Executive Creative Director :
Milos Obradovic
Creative Director :
Luca Boncompagni
Creative Director :
Diego Tardani
Associate Creative Director :
Marie Poumeyrol
Senior Copywriter :
Christopher Penman
Senior Art Director :
Santi Urso
Copywriter :
Ruben De Barros
General Manager :
Eleni Charakleia
Global Client Service Director :
Paola Natellis
Group Account Director :
Ilaria Castiglioni
Account Director :
Benedetta Neri
Account Director :
Derek Muller
Strategy Director :
Monica Radulescu
Chief Creation Officer :
Francesca Zazzera
Executive Producer :
Joseph Falasca
Head of Video Production :
Anna Sica
Art Buyer :
Caterina Collesano
Art Buyer :
Naomi Stucchi
Production Company :
Director :
Bella Graves
Editor :
Tommaso Bianchi
Post Production :
Photographer :
Francesco Bittichesu
Global PR :

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