Heineken and Joe Jonas Reclaim Real-Life Connection in Anti-Scroll Campaign

Heineken has unveiled its latest campaign, inspiring consumers to get social off socials as a way to combat feelings of digital overload.

In a world where adults are feeling increasingly overwhelmed by their social media feeds, Heineken is seeking to remind people of the power of real-life socialising by - ironically - tapping into the world of celebrities and online creators.

The global beer brand has joined forces with American singer, songwriter and actor Joe Jonas and some of the world's most followed creators - including Dude with Sign, Lil Cherry and Paul Olima - to dramatise how they would react to empty social media feeds if more people were out having a good time IRL.

The campaign, ideated by creative agency LePub and supported by global PR agency The Romans and creator-first social agency, Billion Dollar Boy aims to convey that stepping away from screens and taking breaks from virtual interactions is necessary for deeper and meaningful social experiences.

The campaign film envisions a world where every follower is out enjoying themselves, leaving social media unexpectedly quiet. With a humorous, dystopian twist, influencers and content creators struggle to cope with the sudden lack of attention, resulting in funny, relatable scenarios within their specific audiences like beauty, fashion, and food.

Heineken has cleverly enlisted a diverse range of digital creators - whose lives are deeply embedded in online culture - to co-create the campaign and play a pivotal role in amplifying its campaign message: that the best way to disconnect from social media overload is to connect in real life.

While these creators typically thrive on capturing attention online, Heineken has flipped the script - first showing them struggling to stand out in a saturated digital world, then choosing to unplug and encourage others to do the same. This ironic twist highlights Heineken’s core message: authentic connections happen offline, not through our screens.

The content also includes short films posted across their channels, urging followers to disconnect and embrace offline experiences.

The bold new campaign was launched with an event in New York City last Thursday where Joe Jonas, along with Dude with Sign, Lil Cherry and Paul Olima encouraged their followers to step away from their social media feeds to experience more authentic and rewarding connections.

In an ironic slant on the digital sphere they dominate, Jonas and Dude with Sign created their latest social post, completely off socials, posing IRL in windows decked out to look like Instagram reels instead of posting to their online feeds.

In the spirit of going offline, Joe Jonas debuted his new track ‘Heart by Heart’ in real life at the event - using the world’s oldest social network, the bar - rather than digital channels. He also filmed part of the new music video at the event in front of the offline crowd to showcase the power of real-life moments over digital ones.

Speaking at the event, Joe Jonas said, “It’s so easy to fall into the habit of doom scrolling on your phone - I’ve definitely been there. We live in a world where everyone’s glued to their social media feeds, so I’m excited to be part of this Heineken campaign encouraging people to put their phones down and connect in real life. I chose to debut my new song offline and in-person because it felt like the perfect time to return to what music is really about: connecting with people. The crowd was so real, so present, and completely locked into the music - that is something you can’t experience by watching on social media.”

The campaign was inspired by analysis from global research company Statista that found time spent socialising has decreased by 35% over the past 24 years, whereas since the introduction of mobile based social media platforms such as Instagram (2010) and Snapchat (2011), the time we’ve spent scrolling has more than doubled (+54%).

A new report commissioned by Heineken reveals further startling statistics about our relationship with technology. Studying the screen time of 17,000 adults worldwide, it was uncovered that the average person now spends approximately 5 hours and 48 minutes per day looking at their device. That equates to a massive 127,020 minutes a year - a full 88 days.

This constant screen time leaves many feeling overwhelmed and socially drained. More than half of adults (52%) are overwhelmed by the pressure to keep up with social media and a similar number (51%) say their social battery is depleted after extended online interactions. This phenomenon is especially evident among gen z, where 62% feel socially drained by digital engagement.

Despite being able to connect with anyone instantly via their phone, 62% say they can, at times, feel lonely with 40% saying they now speak to people online more than they do in real life.

However the report also revealed that 79% of people find it easier to disconnect from their phones when socialising in person with friends, highlighting the natural benefits of authentic relationships and proving that disconnecting is easier when you are engaging in a more refreshing social life.

Nabil Nasser, global head of Heineken, said, “At Heineken, we’ve always believed that the best connections are created in real life. This campaign is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences, and help us feel less overwhelmed by the constant notifications on our phones. Working with creators - who are by their nature always online - to highlight the solution may seem ironic, but they too realise it's about balance and were as eager as us to encourage IRL socialising. So many people feel overwhelmed by the pressure of constant online engagement, so we want to show how easy it can be to take a break from social media.”

Bruno Bertelli, global CEO LePub, CCO LePub Worldwide, said, “Our campaign goal was to highlight the power of real human connection in a world consumed by screens. This campaign shows that the most meaningful moments happen when we step away from our devices and engage with those around us. By partnering with Joe Jonas and creators who embody the balance between digital presence and real-life connections, we made it clear that authentic moments are born when we disconnect. Who better than those immersed in the digital space to deliver this message in such an impactful way? True connections are made when we’re present, not distracted by our phones.”

The new Heineken campaign launches in the USA, followed by a global rollout over the next six months covering TV, social media, OOH, and digital media across the Americas, Europe and APAC.

When you get social, you get off your socials.