Campaign Spotlight

Campaign Spotlight: In ‘The Closer,’ Heineken and Publicis Italy urge professionals to learn when it’s time to disconnect

MILAN, ITALY — Heineken believes in the importance of a work-life balance, and their new campaign helps people achieve exactly that. The beer brand has launched The Closer, a bottle-opener that looks like any other, except it shuts down work applications once you open a bottle of Heineken.

As part of this campaign created with Publicis Italy, Heineken released a film highlighting what The Closer stands for.


In the film, you can see a variety of professionals who continue to work despite it being way past their time to clock out — from a man staying late at the office to finish his work to a woman taking work calls from her boss despite being out of the office and trying to enjoy a drink with her friends. Then, someone nearby uses The Closer, effectively shuts off the wifi and work applications in the devices around them, and gives these people what they didn’t realize they needed: a nice cold beer and the signal it’s time to relax.

“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, the global chief creative officer of Publicis Worldwide. “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.”


Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Global Communication Director: Daniela Iebba
Heineken® Global Digital Director: Rob van Griensven
Heineken® USA Marketing Communications lead: Joshua Egan
Heineken® USA Brand Manager: Joe Conti
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Digital Production Manager: Bram Reukers

Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli
CEO Publicis Italy, Global CCO Publicis Italy & Le Pub Amsterdam: Cristiana Boccassini
Global CCO Publicis Italy & Le Pub Amsterdam: Mihnea Gheorghiu
Global Executive Creative Director Publicis Italy: Andrey Tyukavkin
Global Executive Creative Director Le Pub Amsterdam: Milos Obradovic
Global Creative Director Publicis Italy: Eoin Sherry
Creative Director Publicis Italy: Luca Boncompagni
Senior Copywriter Le Pub Amsterdam: Christopher Penman
General Manager Le Pub Amsterdam: Eleni Charakleia
Global Client Service Director Publicis Italy & Le Pub Amsterdam: Paola Natellis
Group Account Director Publicis Italy: Ilaria Castiglioni
Account Director Publicis Italy: Benedetta Neri
Project Manager Le Pub Amsterdam: Carolina Van Maasdijk
Chief Strategy and Innovation Officer Le Pub Amsterdam: Charles Laporte Aust
Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam: Bela Ziemann
Strategy Director at Publicis Italy: Monica Radulescu
Global data strategist Le Pub Amsterdam: Ilko Petkov
Chief Creation Officer Publicis Italy: Francesca Zazzera
Head of Video Production Publicis Italy: Anna Sica
TV Producer Publicis Italy: Barbara Brown

Production Company: DIVISION
Director: Francois Rousselet
DoP: Paul Guilhaume
Executive Producer: Jules de Chateleux
Producer: Aurelie Bruneau

Post-Production Company: The Mill Paris
Producer: Claire Garraud
Post Producer and VFX Supervisor: Stephane Pivron
Editor: Adriana Legay
Editor Prodigious (cut down 30+15): Enrico Munarini

Original music: Justin Hurwitz
two-time academy award winner

Global Account Director Le Pub Amsterdam: Derek Muller
Head of Delivery Le Pub Amsterdam: Siebren Benedictus
Head of Digital Production Publicis Italy: Vittorio Cafiero
Associate Creative Director/Art: Giulio Frittaion
Creative Director Publicis Italy: Diego Tardani
Senior Art Director Le Pub Amsterdam: Santi Urso
Associate Creative & Design Director Publicis Italy: Valentino Borghesi
Art Director Publicis Italy: Joao Araujo
Copywriter Publicis Italy: Ruben De Barros
TV Producer Publicis Italy: Sabrina Sanfratello
Social Media Director Le Pub Amsterdam: Ali Hares

DIGITAL ASSETS – Boomerang. Part of Publicis Groupe
Chief Creative Oficer: Eldin Fetahovic
Chief Production Officer: Fikret Fetahovic
Chief Commercial Officer: Alexander Veltman Executive
Creative Director: Rico de Lange
Senior Creative: Bruno Lopes
Senior Creative: Santi Urso
Account Director: Charlotte Grotenhuis
Senior Project Lead: Manja Schuurhof
Senior Project Manager: Ilse Carpay
Digital Producer: Esteban Cuenca
Digital Producer: Bronson Wilson
Digital Producer: Vic Krens
Post Production Supervisor: Paulo Pennings
Post Production Lead: Yulia Vinchon
Lead Editor: Mike Duistermaat
Senior Editor: Anton Veselov
Colorist: Cyriel Roumen
Director: Frits Taberima
DOP: Olaf van Dam
Senior Producer: Laura Thrower
Focus Puller: Maxime van Erp
Gaer: Ernst Jan Thieme
Best Boys: Patrick Galvin + Tessa Holmes
Make Up Artist: Fieke Brokkelkamp
Stylists: Saskia de Vos / Christi Batelaan
Food Stylist: Hans Hogervorst

Dentsu RedStar (Media)
Global Client Director: Kate Hinz
Global Strategy Partner: Richard Wright
Strategic Digital Director: Ricardo Lopes

Global PR: Fast Horse; Edelman

Production company: Picrow
Director: Sergio Cilli
EP: Dal Wolf
EP: Anthony Ficalora
Producer: Susan DePalma
DP: Tom Banks
AD: Gabriel Blom
Production Designer: Edmund Levine

US Launch
Agencies: Canvas, Fast Horse, Rogers & Cowan

Partner with adobo Magazine

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