Work-life balance, what a glorious ideal. But when that email comes in on a Friday night or a Saturday morning, you respond to it. And when the workload gets heavy, which is either often or always, you do it. So what if it’s getting close to 9pm?

Heineken and Publicis Italy – Le Pub think that the imbalance has gone too far. So they’ve launched The Closer, a bottle opener that immediately shuts down all work applications when a bottle of Heineken is opened with it.

“As a brand, we have always stood for creating moments of shared connections with others,” stated Bram Westenbrink, global head Heineken brand. “With the once-rigid boundaries between work and personal time rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about the importance of resisting the societal pressures to be in a constant state of busy work and encourage workers around the world to reprioritize social and leisure time with the people who matter most.”

“As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option,” stated Bruno Bertelli, global chief creative officer of Publicis Worldwide. “That’s why we created The Closer. It’s not just technology; it’s a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.”

The Closer is the first campaign from Heineken that launches For a Fresher World, a new creative expression that aims to refresh the world by showing life tastes better with an open mind. It launches in APAC on August 1.

Credits:

Client: Heineken
Senior Director Global Heineken® Brand: Bram Westenbrink
Global Communication Director: Daniela Iebba
Global Digital Director: Rob van Griensven
USA Marketing Communications Lead: Joshua Egan
USA Brand Manager: Joe Conti
Brand Global PR Lead: Jonathan O’Lone
Global Digital Production Manager: Bram Reukers

Agency: Publicis Italy – Le Pub
Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli
CEO Publicis Italy, Global CCO Publicis Italy & Le Pub Amsterdam: Cristiana Boccassini
Global CCO Publicis Italy & Le Pub Amsterdam: Mihnea Gheorghiu
Global Executive Creative Director Publicis Italy: Andrey Tyukavkin
Global Executive Creative Director Le Pub Amsterdam: Milos Obradovic
Global Creative Director Publicis Italy: Eoin Sherry
Creative Director Publicis Italy: Luca Boncompagni
Senior Copywriter Le Pub Amsterdam: Christopher Penman
General Manager Le Pub Amsterdam: Eleni Charakleia
Global Client Service Director Publicis Italy & Le Pub Amsterdam: Paola Natellis
Group Account Director Publicis Italy: Ilaria Castiglioni
Account Director Publicis Italy: Benedetta Neri
Project Manager Le Pub Amsterdam: Carolina Van Maasdijk
Chief Strategy and Innovation Officer Le Pub Amsterdam: Charles Laporte Aust
Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam: Bela Ziemann
Strategy Director at Publicis Italy: Monica Radulescu
Global Data Strategist Le Pub Amsterdam: Ilko Petkov
Chief Creation Officer Publicis Italy: Francesca Zazzera
Head of Video Production Publicis Italy: Anna Sica
TV Producer Publicis Italy: Barbara Brown

Production Company: Division
Director: Francois Rousselet
DoP: Paul Guilhaume
Executive Producer: Jules de Chateleux
Producer: Aurelie Bruneau

Post-Production Company: The Mill Paris
Producer: Claire Garraud
Post Producer & VFX Supervisor: Stephane Pivron
Editor: Adriana Legay
Editor Prodigious (cut down 30+15): Enrico Munarini

Original Music: Justin Hurwitz

Digital Assets & Product Development: Publicis Italy – Le Pub
Global Account Director Le Pub Amsterdam: Derek Muller
Head of Delivery Le Pub Amsterdam: Siebren Benedictus
Head of Digital Production Publicis Italy: Vittorio Cafiero
Creative Director Publicis Italy: Diego Tardani
Senior Art Director Le Pub Amsterdam: Santi Urso
Associate Creative & Design Director Publicis Italy: Valentino Borghesi
Art Director Publicis Italy: Joao Araujo
Copywriter Publicis Italy: Ruben De Barros
TV Producer Publicis Italy: Sabrina Sanfratello
Social Media Director Le Pub Amsterdam: Ali Hares

Digital Assets: Boomerang. Part of Publicis Groupe
Chief Creative Oficer: Eldin Fetahovic
Chief Production Officer: Fikret Fetahovic
Chief Commercial Officer: Alexander Veltman Executive
Creative Director: Rico de Lange
Senior Creatives: Bruno Lopes & Santi Urso
Account Director: Charlotte Grotenhuis
Senior Project Lead: Manja Schuurhof
Senior Project Manager: Ilse Carpay
Digital Producers: Esteban Cuenca, Bronson Wilson & Vic Krens
Post Production Supervisor: Paulo Pennings
Post Production Lead: Yulia Vinchon
Lead Editor: Mike Duistermaat
Senior Editor: Anton Veselov
Colourist: Cyriel Roumen
Director: Frits Taberima
DOP: Olaf van Dam
Senior Producer: Laura Thrower

Media: Dentsu RedStar 
Global PR: Fast Horse & Edelman

US Launch Event Production: Picrow
Director: Sergio Cilli
EPs: Dal Wolf & Anthony Ficalora
Producer: Susan DePalma
DoP: Tom Banks
AD: Gabriel Blom
Production Designer: Edmund Levine

US Launch Agencies: Canvas, Fast Horse, Rogers & Cowan