Heineken and LePub imagine a post-apocalyptic world in which social media has died. The streets are empty; just a few influencers remain begging for attention. It is both horrific and inviting. A new world has begun (or reawakened). The post-apocalyptic world is a metaphor for social media. A Heineken pub stands in for the real world where people are socialising again.
Joe Jonas leads the campaign that – perhaps ironically – features some of the world’s most followed creators, including Dude with Sign, Lil Cherry, Jay Beech, Camila Coutinho and Paul Olima, to dramatise how they would react to empty social media feeds if more people were out having a good time IRL. While these creators typically thrive on capturing attention online, Heineken has flipped the script – first showing them struggling to stand out in a saturated digital world, then choosing to unplug and encourage others to do the same.
The campaign, that responds to people’s growing feeling of being overwhelmed by social medial, is supported by global PR agency, The Romans, and creator-first social agency, Billion Dollar Boy. It aims to convey that stepping away from screens and taking breaks from virtual interactions is necessary for deeper and meaningful social experiences. The full campaign includes short films posted across creators’ channels, urging followers to disconnect and embrace offline experiences.
It was launched with an event in New York City in which Joe Jonas, Dude with Sign, Lil Cherry and Paul Olima encouraged their followers to step away from their social media feeds to experience more authentic and rewarding connections. In an ironic slant on the digital space they dominate, Jonas and Dude with Sign created their latest social post, completely off socials, posing IRL in windows decked out to look like Instagram reels instead of posting to their online feeds. In the spirit of going offline, Joe Jonas debuted his new track, Heart by Heart, in real life at the event – using the world’s oldest social network, the bar, rather than digital channels. He also filmed part of the new music video at the event in front of the offline crowd to emphasise the power of real-life moments over digital ones.
Jonas commented, “It’s so easy to fall into the habit of doom scrolling on your phone. I’ve definitely been there. We live in a world where everyone’s glued to their social media feeds, so I’m excited to be part of this Heineken campaign encouraging people to put their phones down and connect in real life. I chose to debut my new song offline and in-person because it felt like the perfect time to return to what music is really about, connecting with people. The crowd was so real, so present, and completely locked into the music. That is something you can’t experience by watching on social media.”
The campaign was inspired by analysis from global research company, Statista, that found time spent socialising has decreased by 35% over the past 24 years, whereas since the introduction of mobile based social media platforms such as Instagram (2010) and Snapchat (2011), the time we’ve spent scrolling has more than doubled (+54%).
A new report commissioned by Heineken, studying the screen time of 17,000 adults worldwide uncovered that the average person now spends approximately 5 hours and 48 minutes per day looking at their device. That equates to a massive 127,020 minutes a year – a full 88 days. More than half of adults (52%) are overwhelmed by the pressure to keep up with social media and a similar number (51%) say their social battery is depleted after extended online interactions. This phenomenon is especially evident among Gen Z, where 62% feel socially drained by digital engagement.
Bruno Bertelli, Global CEO LePub, CCO LePub Worldwide, commented, “Our campaign goal was to highlight the power of real human connection in a world consumed by screens. This campaign shows that the most meaningful moments happen when we step away from our devices and engage with those around us. By partnering with Joe Jonas and creators who embody the balance between digital presence and real-life connections, we made it clear that authentic moments are born when we disconnect. Who better than those immersed in the digital space to deliver this message in such an impactful way? True connections are made when we’re present, not distracted by our phones.”
The campaign has launched in the US, followed by a global rollout over the next six months covering TV, social media, OOH, and digital media across the Americas, Europe and APAC.
