Dutch creative agency Boomerang wins at Cannes Lions for Heineken campaign
Dutch creative agency Boomerang has won as an additional agency at the Cannes Lions Festival for The Closer for Heineken campaign.
Heineken has been addressing the 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.
Bram Westenbrink, Global Head Heineken Brand, Heineken: "As a brand, we have always stood for creating moments of shared connections with others. With the once-rigid boundaries between work and personal time rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about the importance of resisting the societal pressures to be in a constant state of busy work and encourage workers around the world to reprioritize social and leisure time with the people who matter most."
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.
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