Singapore, 18th December 2024. Heineken has teamed up with LePub Singapore to elevate the festive season with a playful reminder that “Celebrations are best when your phones take a rest”.
Called ‘Festive Celebrations’, the campaign reiterates Heineken’s belief that the festive season is a time to reconnect, and that festive celebrations are best without the buzzing and dinging of our phones. It centres around an aunt and her nephew who habitually find themselves checking socials and doom-scrolling when they should be enjoying moments of genuine connection. Oblivious to the feasts, flirtations and fireworks taking place around them, the duo develops a simple way to snap each other out of their phone-induced daze so they don’t miss out on the fun.
This year’s festive campaign is Heineken’s first Lunar New Year campaign to run in multiple Asian markets including China, Singapore and Vietnam.
“At a time of year when we should be winding down from work, reuniting with family and friends, and making actual, real-life connections, Heineken saw an opportunity to remind people that there is more to our social lives when we spend less time tethered to our phones. Who better than Heineken to nudge people toward refreshing their social habits and focusing on what truly matters — real-life conversations and authentic human connections?” says Nalini Bhagwandin, Communication Manager at Heineken APAC.
Stephan Schwarz, Executive Creative Director, APAC at LePub Singapore, adds: “We have all found ourselves scrolling while socialising or reaching for our devices without even realising that we’ve tuned out from the real world. We loved the idea of giving Heineken a clear role in turning festive moments into quality socialising time so that everyone can enjoy the joy of togetherness this holiday season.”
For 150 years across 192 countries, Heineken has always been about more than beer, believing that social life matters more than we realise. Heineken’s festive campaign continues the brand’s quest to foster moments of genuine connection, which in the age of distraction, means swapping mindless scrolling for mindful celebrating.
Directed by Maxime Govare and produced by Cream Paris, ‘Festive Celebrations’ is now running in key markets in Asia in the lead-up to the Lunar New Year on 29 January, 2025.
