According to research conducted by the ADP Research Institute, workers worldwide work an average of 9.2 hours of unpaid overtime per week. This is a significant issue in Argentina, where 81 percent of people report working too much, particularly compared to pre-pandemic times. Despite the well-known consequences of overworking, many workers continue to sacrifice their personal time and work every night. To promote a healthy work-life balance and emphasize the importance of socializing rather than overworking, Heineken has requested to launch the next campaign for the #workresponsibly platform.

The film features an employee working late at night in her office. She's alone and feels nervous and watched, like in a horror film. The tense atmosphere is emphasized by a cover of "Somebody's Watching Me." In the distance, the young adult hears sinister noises. The lights flicker. Someone drags a big black bag. But it turns out to be just the office cleaners doing their job as usual. As soon as she realizes that she's not alone, the protagonist understands that she has stayed too long in the office, as hinted by the line: "If you see the cleaners, it's time to see your friends." In the end, she quickly packs up her things and goes to a bar to meet her friends.

Heineken became the beer brand most associated with supporting work-life balance.

It grew by 35% on key indicators: “stands for work-life balance” and by 36% on “bringing people together”.

25.5 mil online views on all channels

Brand favorability post-exposure Heineken experienced a positive 7% uplift.