Description
Heineken® and Le Pub launch the latest iteration of its #workresponsibly initiative, less than a year after ‘The Closer’. In the new campaign, ‘The Office Cleaners’, the brand aims to help restore the work-life balance of workers by setting healthy boundaries at work so they can enjoy time with the ones who matter most.
According to research by the ADP Research Institute1, workers worldwide take an average of 9.2 hours of unpaid overtime per week. The results of this issue, whilst widely reported on, has not prevented many from continuing to work late every night. The issue is particularly prevalent in Argentina, where 81% of people report working too much, especially compared to before the pandemic. With this in mind, Heineken® has selected Argentina as the first market to launch ‘The Office Cleaners’ campaign.
To support the Heineken® #workresponsibly call to arms, the brand and Le Pub created a dedicated activation that will entice people stuck in the office after hours to meet their friends at the bar. Thanks to a partnership with many local corporate cleaning companies, office cleaners will wear vests over their uniforms displaying a QR code. Once scanned, the code gives access to vouchers for a rewarding beer for workers and their friends at the nearest bars.
This professional campaign titled 'The Office Cleaners' was published in The Netherlands in December, 2022. It was created for the brand: Heineken, by ad agency: LePub. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted almost 2 years ago.
