In the new post covid context, hybrid working meant that lines between work and personal time became blurred. There was no more downtime and we were expected to be Always On. Everyone ended up working longer hours than ever: 38 hours more every week!

The consequence: we were all burned out. Burnout became the buzzword of the year.

1st chapter: The Closer

US hustle culture and always on technology were making it impossible to create healthy work boundaries.To launch the platform, Heineken developed a functional gadget that closes work applications when opening a beer.

2nd chapter: Office Cleaners

In Argentina, people start work late and finish even later. And one of the clear signs of staying too late in the office is seeing the office cleaners arrive.

That is why office cleaners, an usually misrepresented category, became Heineken’s spokespersons, wearing vests with a QR code which directed people to the bars.

3rd chapter: Don’t Ghost your Friends

One reason for overworking that’s unique to APAC is that employees feel guilty to leave work while their co-workers are still in the office. But they were actually letting someone else down: their friends. In fact, they were “ghosting” their friends due to work, this becoming the central campaign idea.