Heineken has turned people working late in New York into ads for not working late, with a stunt by Publicis Italy and Le Pub. The partners projected messages onto office buildings in NYC beside windows lit by people working into the night, with messages such as, Overworking? The Closer can help and Still working? Time for The Closer. The stunt continues Heineken’s The Closer campaign that aims to deal with a culture that has turned hyper-working into a virtue, and to restore work-life balance.

The campaign began with the introduction of a Heineken bottle opener called The Closer, that shuts down your computer when you use it to open a Heineken.

Bram Westenbrink, global brand head at Heineken, commented, “As a brand that is built around the celebration of real moments of human connection, we strongly believe that life is about making time for friends over a beer, and not for late nights in the office alone.

“Through this campaign, we are challenging the culture of overworking that continues to get in the way of moments that matter. By projecting our ad on to a building where people were working late into the evening, we hope to encourage people to reprioritise the ‘life’ in ‘work-life balance.’”

For the rest of the US working population, Heineken reproduced its projections as ads in The New York Times.