The film ‘The Night Is Young’ portrays people going out to clubs, before revealing that they are actually seniors, the vaccinated ones that can actually travel around and party again. The seniors are living their best night dancing, flirting, drinking Heinekens and partying until sunrise. Celebrating the old and carefree, the film encourages Millennials and Gen Z to get vaccinated too, and not miss out on the summer fun with the tagline “The night belongs to the vaccinated”

When vaccination became available worldwide and the world started reopening no brand dared to take a stand for vaccinating, in fear of anti vaxxers boycotting the brand. But Heineken did. Heineken has always been about socializing, so the return of social life marked an important moment for the brand to communicate and have a point of view. Especially as a study by Morning Consult, 2021 showed that around 1 in 4 GenZs and Millennials declared they didn’t want to get vaccinated that summer. This meant that only the vaccinated elderly had the right to go out and mingle in the summer. Heineken encouraged vaccinations because they are the fastest way for everyone to enjoy a socially packed summer, especially young people.