Work-life balance. Easy to talk about, many people are. Not so easy to put into practice. Heineken and Le Pub have been enthusiastic activists in support of the aim to #workresponsibly. With their campaign, The Closer, which included a bottle opener that shuts work down, six months old, the partners have moved on to The Office Cleaners, and a mock thriller that reminds people “when you see the cleaners it’s time to see your friends.
According to research by the ADP Research Institute, workers worldwide take an average of 9.2 hours of unpaid overtime per week. The results of this issue, while widely reported, has not prevented many from continuing to work late every night. The issue is particularly prevalent in Argentina, where 81% of people report working too much, especially compared to before the pandemic. With this in mind, Heineken has selected Argentina as the first market to launch The Office Cleaners campaign.
Ali Ali directed the film that promotes leaving the cleaners get spooky, as well as social and digital content.
Heineken and Le Pub have also created a dedicated activation that will entice people stuck in the office after hours to meet their friends at the bar. Thanks to a partnership with many local corporate cleaning companies, office cleaners will wear vests over their uniforms displaying a QR code. Once scanned, the code gives access to vouchers for a rewarding beer for workers and their friends at the nearest bars.
“As a brand, we have always stood for fostering real moments of connection over a beer with friends,” stated Bram Westenbrink, global head 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 reprioritise social and leisure time with the people who matter.”
“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 jeopardise more than just our social lives,” explained Bruno Bertelli, global chief executive officer Le Pub, global chief creative officer Publicis Worldwide & chief creative officer Publicis Groupe Italy. “This witty activation incites workers to have not only a healthy work-life balance; it’s also a practical uplift to socialising and hanging out with friends.”
Here are the other #workresponsibly efforts by Heineken & Le Pub:
