Tag: LePub Singapore

South Korea – Heineken has teamed up with LePub Singapore to launch a bold new campaign in South Korea, introducing staff-free, self-service ‘Trust Bars’ that let football fans enjoy UEFA Champions League matches and fresh pints at any hour—even in the early morning.

Called ‘Trust Bars’, the concept offers a practical solution for dedicated UEFA Champions League fans in Korea, who often struggle to find social venues to watch matches that air around 4am or 5am local time—hours when most bars are closed due to high labour costs.

Instead of hiring late-night staff, selected bars in Seoul are opening their doors 24/7 and placing trust in fans to gather, watch matches, and serve themselves. These venues are stocked with a supply of self-service Heineken and snacks. 

At each Trust Bar, fans can order, pay, and pour their own drinks using Heineken’s self-payment terminals. Developed in partnership with LeGarage, LePub’s global innovation unit, the system is designed for easy installation and could be scaled to other markets with strong trust cultures, such as Japan and Singapore.

Security and age verification technologies are also in place to ensure that only legal-age patrons enter and are served, supporting responsible alcohol consumption.

Stephan Schwarz, executive creative director at LePub APAC, explained, “Korean football fans show incredible dedication, waking up at all hours of the night to support their favourite European teams. Trust Bars entrust our Heineken taps to passionate fans without the constraints of traditional bar hours – giving them a full match-day experience with friends. At the same time, we also relieve bar owners of late-night staffing woes. Two birds. One tap.”

Heineken and LePub designed the campaign with Seoul’s unique environment in mind, where a strong culture of self-service and social trust makes the concept viable. In Korea, it’s common to use self-service kiosks or reserve tables via smartphone, and leaving personal items unattended in public spaces is part of everyday life.

Giwoun Park, marketing director at The Heineken Company, Korea, shared, “Korea’s strong foundation of social trust makes it the perfect market in which to pioneer this concept. Trust Bars are a natural extension of the communal respect already prevalent in Korean society. As a longstanding sponsor of the UEFA Champions League, we loved the idea of uniting Korea’s trusting culture with its innovative e-commerce technology.” 

“By creating the world’s first fully automated bars, we are alleviating late-night operational costs for bar owners while giving football fans a place to cheer on their teams together,” he added.

The first 24/7 Trust Bars opened in April in Seoul’s Hongdae district, timed with the UEFA Champions League season. The launch coincides with the tournament’s semi-finals this week, leading up to the final on 31 May.

Singapore – Brewing company Heineken has launched a beauty cream inspired by its Heineken Silver beer in collaboration with creative agency LePub Singapore.

Making its debut on April 1, the limited-edition Heineken ‘Smootheriser’ launch incorporates humour, drawing inspiration from the smooth Heineken Silver. From beer, Heineken is taking its crisp and smooth formula to a beauty cream.

With its playful strategy, Heineken is hopping onto cultural trends, leveraging consumers’ preferences to engage with brands in unconventional ways. It aims to spark curiosity and conversation amongst consumers.

Moreover, its launch in Asia is tapping into the rising popularity of skincare and self-care in the market to engage more audiences.

“The Heineken Smootheriser is not just about jumping on the latest trends. It’s about Heineken’s move to blend humour, innovation and cultural relevance to create a memorable crossover that gets people talking whether they’re into beer, skincare, or both. After all, when something is as smooth as Heineken Silver, why stop at beer?” Nabil Nasser, global head of the Heineken Brand, said.

Stephan Schwarz, executive creative director at LePub Singapore, commented, “Heineken Silver is so velvety that we just had to take it beyond the pint, bottling that sensation in the most unexpected way to create something you can actually touch and experience. Barley and hops never felt so good.”

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.

Singapore – Tiger Beer, in collaboration with agency LePub Singapore, has launched the ‘You Never Roar Alone’ campaign, unveiling its brand evolution.

Through the campaign, Tiger builds on its ‘Uncage Your Tiger’ brand platform, reflecting the evolution of what it means to be bold. 

The campaign aims to remind people of how unveiling one’s boldness to progress can be done better with support from other people. It redefines how courage does not only come internally, but also from a community.

Directed by Romain Chassaing of Solab Films, the ‘You Never Roar Alone’ campaign film follows the story of a street vendor with an ambition of growing his business. Through his family and friends, he slowly actualises his vision.

“Our research highlighted that individual progress accelerates when you connect with family and friends, and that sharing your dreams and ambitions can give you the strength and courage to keep going. This insight inspired our latest brand evolution, which introduces the idea that progress isn’t a solo act: we draw strength from the people around us who encourage us to uncage our inner Tiger,” Sean O’Donnell, global brand director of Tiger Beer, said.

“Together, the roar of their support empowers all of us individually to be bolder and unstoppable,” O’Donnell added.

“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress. More than a film, we are igniting a movement, reminding everyone that we are stronger when we support one another,” Stephan Schwarz, executive creative director of APAC at LePub Singapore, said.