Office cleaners tell you it's time to stop working in Heineken's new campaign

In addition to a spot, cleaners are wearing QR codes on vests giving access to beer vouchers

Published On
Dec 07, 2022

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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."



Dec 07, 2022
Client :
Agency :
Publicis Italy/Le Pub
Sr. Director of Brand :
Bram Westenbrink
Global Communication Director :
Agnieszka Gorecki
Global Digital Director :
Rob van Griensven
Global Communication Manager :
Guilherme Retz
Global PR Lead :
Jonathan O'Lone
Global Digital Production Manager :
Bram Reukers
Country Manager South Cone :
Fernando Sanz Nicuesa
Marketing Manager Argentina :
Luciana Ortega
Brand Manager Argentina :
Carolina Casasnovas
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Global Executive Creative Director :
Eoin Sherry
Global Executive Creative Director :
Andrey Tyukavkin
Executive Creative Director :
Cyril Louis
Associate Creative Director :
Alessandro Agnellini
Associate Creative Director :
Daniela De Seta
Senior Art Director :
Mattia Anelli
Senior Copywriter :
Andrea Zanino
Global Head of PR and Communication :
Isabella Cecconi
Global Strategy Director :
Monica Radulescu
Global Data Strategist :
Ilko Petkov
Senior Experience Strategist :
Antonio Jorgaqi
Global Client Service Director :
Paola Natellis
Group Account Director :
Ilaria Castiglioni
Account Director :
Gonzalo Gutiérrez Gauna
Social Media Director :
Ali Hares
Social Media Manager :
Natalia Cortes
Chief Creation Officer :
Francesca Zazzera
Producer :
Cinzia Morandi
Chief Creative Officer :
Fernando Bellotti
Chief Creative Officer :
Fabio Mazia
Executive Creative Director :
Francisco Bledel
Account Director :
Nicolás Gruschetsky
Account Director :
Daniel Marando
Production Company :
Good People
Director :
Ali Ali
Executive Producer :
Khaled Zaki
Producer :
Sarah Touma
DP :
Pierre Mouarkech
Art Director :
Cesar Martinez
Stylist :
Cristina Urso
Editor Dir Cut :
Neda Zag
Editor :
Enrico Munarini
Grading :
Julien Alary
Online Video :
Music :
Massive Music
Sound Design :
Managing Director :
Mariano Defelipe
User Experience Designer :
Greta Bosisio
Global Director Experience and Innovation :
Francois Rousseau
Executive Producer :
Diego McLoughlin
Producer :
Esteban Budassi
Producer :
Paz Miqueles
Senior Strategic Planning Team Lead :
Maria Lekka
Global Client Manager :
Marie Boucaut
Senior Campaign Manager :
Lisa Van Vliet
Campaign Manager :
Ruben Neuhaus
PR Agency :
PR Account Director :
Federico Provenzano
PR Account Coordinator :
Daniel Peralta
PR Account Executive :
Camila Barbieri
PR Account Assistant :
Ernestina Cáceres

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