The Closer

Creative idea

Using cultural data from around the world, we found that pervasive work apps make people work 7.6 hours of unpaid overtime a week globally. And 7 out of 10 people say they answer work messages after hours. So as part of the launch and on-going promotion of The Closer (a bottle opener that closes your work apps when you open a beer), we went to some of the most overworked cities in the world like NYC, Sydney, and Toronto to turn people working late into ads about not working late.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: The Closer
Agency network: PUBLICIS
Agency: LePub
Production company: Katorga
Executive creative director: Andrey Tyukavkin, Milos Obradovic
Creative director: Eoin Sherry, Luca Boncompagni
Copywriter: Christopher Penman
Account director (agency): Benedetta Neri
Client account director: Paola Natellis, Ilaria Castiglioni
Strategic planner / strategist: Bela Ziemann, Charles Laporte Aust, Monica Radulescu
Director: Bella Graves
Agency producer: Francesca Zazzera, Anna Sica, Caterina Collesano, Naomi Stucchi
Post production: Prodigious
Additional company: Bruno Bertelli: Global CEO LePub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy Cristiana Boccassini, Mihnea Gheorghiu: CCO Ilko Petkov: Global data strategist Tommaso Bianchi: Editor