Beer beats overwork in Heineken's 'work responsibly' drive

Here's one that will strike a chord with many if not most of us: a very simple answer to tech-driven 24/7 availability and the prevalence of overwork - it's a bottle-opener. With all the programmes enabling people to work from anywhere yet also be expected and even monitored to do just that, Dutch brand Heineken uses its global clout to visually shut down work across the planet and restore the joys of human interactions. A couple of minutes may well convince you that you've been wasting too much time adding to your work day 'thanks' to the ability to work from anywhere, and that real social interaction is way more important than social media! What do you think of the ad? Omg, I have to get one of those right now? Are you enjoying the humour and relief of it, or second-hand stressing about the loss of wifi in any scenario? The well-known brewer deftly turns the tables on the stigma of social drinking while tackling the real issue of overwork by adapting the 'drink responsibly' slogan to 'work responsibly #workresponsibly. Heineken says it's always stressed the need for shared connections, and added of this campaign: "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." Agree or disagree? Whose round is it?

Keywords: Heineken The Closer, bottle opener closes apps, beer beats tech, work life balance, Heineken hashtag drink responsibly, Publicis Italy,