If you're still in the office when the cleaners show up, it can't be good. That's the insight behind the latest global campaign from Heineken, which is continuing its mission to get people to stop working too hard and enjoy a beer.
Following creative ideas earlier this year such as "The Closer," its bottle opener that gets people to switch off all their apps, and its campaign turning late night office workers into outdoor ads, the beer brand and agency Publicis Le Pub are kicking off a new phase with a spot that shows late night office workers feeling like they're being "watched."
Publicis chose Argentina as the first market to launch the campaign based on research that shows that 81% of workers say they are working too much compared to before the pandemic.
Set to a creepy rendition of "Somebody's Watching Me," the film opens in an office block where a woman is working late, and follows some classic horror film tropes (there's a garbage bag leaking red fluid, flickering lights, creepy noises and mysterious figures) before it's finally revealed that all that's really going on is that the nighttime cleaners have arrived. "If you see the cleaners, it's time to see your friends," is the final message.
As well as the hero film, which was directed by Ali Ali, the campaign includes social and digital content. And in Argentina, the brand also created a dedicated activation in partnership with local cleaning companies that will see office cleaners wearing special vests over their uniforms displaying a QR code. When scanned, this will lead people to vouchers for people to spend on Heineken at their nearest bar.
"Data reports that people are working more hours now than before the pandemic, and this is becoming a societal issue all over the world. Overwork can jeopardize more than just our social lives,” said Bruno Bertelli, global CEO Le Pub, global chief creative officer for Publicis Worldwide and Publicis Groupe Italy. “This witty activation incites workers to have not only a healthy work-life balance; it’s also a practical uplift to socializing and hanging out with friends.”
"As a brand, we have always stood for fostering real moments of connection over a beer with friends,” added Bram Westenbrink, global head of the Heineken brand. “We want to spark conversations about the importance of maintaining work-life balance and resisting societal pressures to be in a constant state of work. Campaigns like this help to encourage workers around the world to reprioritize social and leisure time with the people who matter."