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.