Heineken continues to promote the importance of social connection with its beer as the facilitator not the aim. It picks up on the global conversation that encourages people to give themselves breaks from the relentless temptation of work, screens and financial worries for wellbeing.
Its new commercial, Forgotten beers, by LePub for International Beer Day is a montage of scenes of beers that have been abandoned at social get-togethers, underlining the idea that it’s the real-life connection with family and friends, not the beer, that is important.
The film was directed by Alex Feil through Tempomedia. The emotive musical score is Debussy’s Claire de Lune. The campaign will extend across social media, uisng micro-influencers, meme creators and social comedians.
Heineken’s work to promote social interaction has already produced some memorable creative ideas:
