Singapore – Heineken has teamed up with LePub Singapore to add a festive twist to the season, launching a campaign that playfully reminds everyone: “Celebrations are best when your phones take a rest.”
Titled ‘Festive Celebrations’, the campaign reinforces Heineken’s belief that the festive season is a time for meaningful reconnections—best enjoyed without the constant buzzing and dinging of our phones.
Directed by Maxime Govare and produced by Cream Paris, the campaign film follows an aunt and her nephew who, caught up in doom-scrolling, find a playful way to snap each other out of their phone-induced daze and embrace the festive moments around them.
“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? “Nalini Bhagwandin, communication manager at Heineken APAC, said.
Stephan Schwarz, executive creative director for APAC at LePub Singapore, added, “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 in 192 countries, Heineken has championed the importance of social connection. This festive campaign furthers its mission by encouraging people to trade mindless scrolling for meaningful moments.
This year’s festive campaign marks Heineken’s first Lunar New Year initiative to launch across multiple Asian markets, including China, Singapore, and Vietnam.
