HEINEKEN(R) Confronts Growing Work Life Imbalance with New Global Campaign
PR96233
WHITE PLAINS, N.Y., June 1, 2022 /PRNewswire=KYODO JBN/ --
- New Work-Shuttering Tech Encourages Workers to Close Down at the End of the
Work Day to Enjoy Time with Friends
With mounting societal pressure to be constantly busy, rapid adoption of new
work technology and a global pandemic forcing a complete overhaul of where and
when work gets done, workers have increased their average working day by 2.5
hours, according to NordVPN Teams. When added up, all these extra hours are
negatively impacting overall employee wellbeing, translating to less time spent
with friends and family or pursuing personal hobbies.
HEINEKEN(R) is addressing this growing work life imbalance with The Closer, an
outlandish high-tech bottle opener that immediately shuts all work applications
when a bottle of Heineken is opened with it. Dramatized in a campaign film
[https://www.youtube.com/watch?v=cP3JRx4p9BQ] as the antidote to the increasing
demands of our always-on work culture, The Closer bottle opener itself is a
satirical symbol for the power every worker has to close down at the end of the
day.
"As a brand, we have always stood for creating moments of shared connections
with others," said Bram Westenbrink, Global Head Heineken(R) Brand at HEINEKEN.
"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."
The Closer bottle opener will be announced at an exclusive launch event
reminiscent of iconic tech announcements. A keynote address by Billy Eichner
will unveil the only gadget that can help solve a core problem caused by other
remote-work enabling technologies. By overemphasizing the necessity of such a
high-tech marvel, Eicnher will remind us all that everyone already has
everything they need to close down right at their fingertips.
Workers in the United States will be able to enter for their chance to win a
Closer bottle opener on June 8, 2022 at www.heineken.com/closer. But fans will
have to act quickly, as the promotion will only be open from 10 am - 11:59 pm
ET. More devices will be made available in additional markets in the coming
months.
Once all the Closer bottle openers are claimed, HEINEKEN(R) will encourage
workers in the United States to block their calendars at the end of the day
with a Calendar Closer to prevent coworkers from scheduling meetings after
working hours. Workers who are first to use the Calendar Closer at
www.heineken.com/closer will be rewarded with beer money to enjoy social time
with their friends.
"As people continue to feel like they have to work all the time, they're
forgetting that disconnecting is even an option," said Bruno Bertelli, Global
Chief Creative Officer of Publicis Worldwide, the lead agency that created the
campaign. "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."
As a business with over 80,000 employees around the world, HEINEKEN(R) has not
been immune to the increased demands placed on its vast workforce. An employee
wellbeing program was established in 2021 to identify causes of work life
imbalance around the world, with a dedicated team responsible for identifying
and sharing best practices to address them. This year and beyond, the team
plans to host over 1,000 workshops in 80+ countries to find new ways of working
to better support the professional, emotional, social and physical wellbeing of
all employees. This campaign was created to spark conversation, and for
HEINEKEN(R), it starts by empowering its own employees.
"While work life imbalance is an issue felt around the world, it can't be
solved with just one policy change," said Yolanda Talamo, Global Head of Human
Resources at HEINEKEN. "This high-tech bottle opener is a symbol that acts as a
catalyst for change, but the work is ahead of us. We are asking all of our
employees to help us identify practical solutions that take into account the
cultural nuances in each of the countries we operate in so everyone can enjoy
more balance between their work and personal time."
This is the first campaign from HEINEKEN(R) 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. With this new approach, campaigns will
strive to challenge the obvious, reconsider stereotypes and oppose tired
cliches. With this first effort, HEINEKEN(R) is inspiring people around the
world to stop overworking and open their minds to what can happen after the
work stops.
To learn more about the The Closer global campaign, visit
www.heineken.com/closer.
See credits list from the campaign film – Here
[https://djeholdingsdrive-my.sharepoint.com/:w:/g/personal/arnaud_maltoff_ed
elman_com/ETro_KCq-DBNpbfXfK_7LoUBWc50zvTQiuWDOtcZOpwwzA?rtime=Zds4s_dC2kg]
About HEINEKEN
HEINEKEN is the world's most international brewer. It is the leading developer
and marketer of premium beer and cider brands. Led by the Heineken(R) brand,
the Group has a portfolio of more than 300 international, regional, local and
specialty beers and ciders. We are committed to innovation, long-term brand
investment, disciplined sales execution, and focused cost management. Through
"Brewing a Better World," sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in
both developed and developing markets. We employ over 85,000 employees and
operate breweries, malteries, cider plants and other production facilities in
more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on
the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on
Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS
and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt
(ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V.
(OTCQX: HKHHY).
Most recent information is available on HEINEKEN's website:
www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp
[https://twitter.com/HEINEKENCorp].
Photo - https://mma.prnewswire.com/media/1827637/Heineken_Closer_1.jpg
Photo - https://mma.prnewswire.com/media/1827639/Heineken_Closer_2.jpg
Photo - https://mma.prnewswire.com/media/1827640/Heineken_Closer_3.jpg
Logo - https://mma.prnewswire.com/media/1827644/Heineken_Logo.jpg
Source: HEINEKEN(R)
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