The Ghosted Bar

Creative idea

The idea was to leverage Park’s social presence to introduce a new ghost story - One that highlighted the need for a better work-life balance. The initial video from Park depicted “paranormal activity” in a bar, raising curiosity and online conversation. A social film then linked the ghost at the bar to an office worker putting in late hours, raising awareness about overworking culture in South East Asia. Both social media assets and digital tools, spread the message to friends being ghosted that they should call out their overworking friends, incentivising them to leave the office and join them for drinks.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: The Ghosted Bar
Agency network: PUBLICIS
Agency: LePub
Additional company: LePub APAC
Executive creative director: Eoin Sherry, Andrey Tyukavkin, Cyril Louis
Creative director: Jack Christensen, Stefano Zanoni, Sergey Mast
Art director: Victor Lopez, Andrew Nicholas Yap, William Walter Watters,
Copywriter: David Casares, Amilcar Silarsah Veerapen
Account director (agency): Ilaria Castiglioni, Gonzalo Gutiérrez Gauna
Client account director: Paola Natellis, Hanh Kanssen
Strategic planner / strategist: Charles Laporte Aust
Senior planner: Monica Radulescu
Pr director: Isabella Cecconi, Eleonora Botta
Agency producer: Francesca Zazzera, Mariella Maiorano
Additional company: Bruno Bertelli: Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy Cristiana Boccassini, Mihnea Gheorghiu: Chief Creative Officer Roberto Ardigò, Geo Joseph, Yuste De Lucas, Rudy Zulkifly: Associate Creative Director Mauro Mazzei: Head of Creative Technology Sulaiman Ismail: Project Director Ilko Petkov: Global Data Strategist Antonio Jorgaqi: Senior Experience Strategist Valentina Salaro: Global Head of Social&Content Marta Dell’Adami: Account Supervisor