Heineken advert proposes a world without influencers.

Heineken’s advert reimagines socializing in the digital age.

If there’s one brand that has always advocated for in-person socializing, it’s Heineken. The beer brand constantly encourages us to meet up with friends and enjoy good times together.

Now, in its latest campaign, it questions the entire relationship we have with the digital environment. According to a study by the brand, we spend more than six hours a day in front of screens, a figure that increases among younger generations. To raise awareness, the brand imagines a world that ignores influencers.

“Social Off Socials” is the title of the Heineken advert created by agency LePub and produced by Pretty Bird. The campaign stars singer Joe Jonas and features some digital creators like Dude with Sign, Lil Cherry, and Paul Olima.

The film shows us a near future where everyone has disappeared. No one checks social media anymore, and influencers desperately try to attract attention. Joe Jonas walks through a deserted city while content creators attempt to reenact their online actions in real life, seeking interactions that no longer exist. In the end, everyone is socializing at a bar, forgetting about social media and forming new connections.

According to Bram Westenbrink, the brand’s Chief Commercial Officer: “We show that one of the easiest ways to disconnect from the overwhelming world of social media is by connecting in real life. As the most international brewer in the world, we want to raise awareness about the joy of real connection for future generations.”

Nabil Nasser, Global Director of Heineken, sums up the essence of the project: “I’m a big fan of social media, but I know how important it is to take a break and experience real-life moments. Many of the influencers we worked with were just as eager as us to encourage real socialization.”

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