'Don't Work and Drink' Says Heineken in 'Smart Working?' Campaign

Working from home has become so normal that we even forgot how not working from home is.

This new way of working brought with it endless calls, zoom fatigue, hardship in separating work from life and unfortunately, new bad habits. Like consuming alcohol during work hours.

Heineken’s new campaign 'Smart Working?' reminds consumers to be careful about how and when they consume, and encourage people to never drink alcohol while working.

When it comes to smart working skip the drinks or switch to smart-drinking, with Heineken 0.0.

Bruno Bertelli, global CCO of @PublicisWW and CEO of Le Pub, said: "Seeing the ways people are adapting to the new way of working was eye opening. It was very important that we take a stand and raise a mirror to what’s happening. Heineken®’s unique tone of voice was very important in the process of bringing the film “Smart Working?” to life, and a very powerful message: when you work you should not drink."

Bram Westenbrink, Heineken global senior director said: "Heineken always aims to tell real stories that resonate with people worldwide. With “Smart Working?” the campaign promotes responsible consumption depicting real life happenings through the lenses of video calls - situations that people have either encountered, or been part of. Through our campaign message we encourage people to never work and drink."

The campaign was produced by The Family and shot under strict regulations respecting the lockdown. The film is directed by Andrew Lang who portrayed the typical working-from-home situation through the lens of a video call. Guided oversight by agency and client was provided remotely through video conferencing.  Accompanying music is the famous track In the Hall of the Mountain King mixed by Sizzer Amsterdam.