TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Excellent
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 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 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 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.”
This is the first campaign from HEINEKEN 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 is inspiring people around the world to stop overworking and open their minds to what can happen after the work stops.
THE CLOSER CREDITS
HEINEKEN
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
PRODUCT DEVELOPMENT, MAIN ASSETS, DIGITAL ASSETS
PUBLICIS ITALY/Le Pub
CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global 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
MAIN ASSETS PRODUCTION COMPANY
Production Company: DIVISION
Director: Francois Rousselet
DoP: Paul Guilhaume
Executive Producer: Jules de Chateleux
Producer: Aurelie Bruneau
MAIN ASSETS POST PRODUCTION
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
MUSIC
Original music: Justin Hurwitz
two time academy award winner
DIGITAL ASSETS AND PRODUCT DEV
PUBLICIS ITALY/Le Pub
Global Account Director Le Pub Amsterdam: Derek Muller
Head of Delivery Le Pub Amsterdam: Siebren Benedictus
Head of Digital Production Publicis Italy: Vittorio Cafiero
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
US LAUNCH EVENT:
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
