Seen+Noted: Heineken imagines an influencer crisis in a world without social media followers
Heineken has unveiled its latest campaign, inspiring consumers to get social off socials as a way to combat feelings of digital overload.
In a world where adults are feeling increasingly overwhelmed by their social media feeds*, Heineken is seeking to remind people of the power of real-life socializing by – ironically – tapping into the world of celebrities and online creators.
The global beer brand has joined forces with American singer, songwriter and actor Joe Jonas and some of the world’s most followed creators – including Dude with Sign, Lil Cherry and Paul Olima – to dramatize how they would react to empty social media feeds if more people were out having a good time IRL.
The campaign, ideated by creative agency LePub and supported by global PR agency The Romans and creator-first social agency, Billion Dollar Boy aims to convey that stepping away from screens and taking breaks from virtual interactions is necessary for deeper and meaningful social experiences.
The campaign film envisions a world where every follower is out enjoying themselves, leaving social media unexpectedly quiet. With a humorous, dystopian twist, influencers and content creators struggle to cope with the sudden lack of attention, resulting in funny, relatable scenarios within their specific audiences like beauty, fashion, and food.
Heineken has cleverly enlisted a diverse range of digital creators – whose lives are deeply embedded in online culture – to co-create the campaign and play a pivotal role in amplifying its campaign message: that the best way to disconnect from social media overload is to connect in real life.
While these creators typically thrive on capturing attention online, Heineken has flipped the script – first showing them struggling to stand out in a saturated digital world, then choosing to unplug and encourage others to do the same. This ironic twist highlights Heineken’s core message: authentic connections happen offline, not through our screens.
The content also includes short films posted across their channels, urging followers to disconnect and embrace offline experiences.
The bold new campaign was launched with an event in New York City last Thursday where Joe Jonas, along with Dude with Sign, Lil Cherry and Paul Olima encouraged their followers to step away from their social media feeds to experience more authentic and rewarding connections.
In an ironic slant on the digital sphere they dominate, Jonas and Dude with Sign created their latest social post, completely off socials, posing IRL in windows decked out to look like Instagram reels instead of posting to their online feeds.
In the spirit of going offline, Joe Jonas debuted his new track ‘Heart by Heart’ in real life at the event – using the world’s oldest social network, the bar – rather than digital channels. He also filmed part of the new music video at the event in front of the offline crowd to showcase the power of real-life moments over digital ones.
Jonas said: “It’s so easy to fall into the habit of doom scrolling on your phone – I’ve definitely been there. We live in a world where everyone’s glued to their social media feeds, so I’m excited to be part of this Heineken campaign encouraging people to put their phones down and connect in real life. I chose to debut my new song offline and in-person because it felt like the perfect time to return to what music is really about: connecting with people. The crowd was so real, so present, and completely locked into the music – that is something you can’t experience by watching on social media.”
The campaign was inspired by analysis from global research company Statista that found time spent socializing has decreased by 35% over the past 24 years, whereas since the introduction of mobile based social media platforms such as Instagram (2010) and Snapchat (2011), the time we’ve spent scrolling has more than doubled (+54%)**.
A new report* commissioned by Heineken reveals further startling statistics about our relationship with technology. Studying the screen time of 17,000 adults worldwide*, it was uncovered that the average person now spends approximately 5 hours and 48 minutes per day looking at their device. That equates to a massive 127,020 minutes a year – a full 88 days.
This constant screen time leaves many feeling overwhelmed and socially drained. More than half of adults (52%) are overwhelmed by the pressure to keep up with social media and a similar number (51%) say their social battery is depleted after extended online interactions. This phenomenon is especially evident among Gen Z, where 62% feel socially drained by digital engagement.
Despite being able to connect with anyone instantly via their phone, 62% say they can, at times, feel lonely with 40% saying they now speak to people online more than they do in real life.
However the report also revealed that 79% of people find it easier to disconnect from their phones when socializing in person with friends, highlighting the natural benefits of authentic relationships and proving that disconnecting is easier when you are engaging in a more refreshing social life.
Nabil Nasser, Global Head of Heineken, said: “At Heineken, we’ve always believed that the best connections are created in real life. This campaign is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences, and help us feel less overwhelmed by the constant notifications on our phones. Working with creators – who are by their nature always online – to highlight the solution may seem ironic, but they too realize it’s about balance and were as eager as us to encourage IRL socializing. So many people feel overwhelmed by the pressure of constant online engagement, so we want to show how easy it can be to take a break from social media.”
Bruno Bertelli, Global CEO LePub, CCO LePub Worldwide, added: “Our campaign goal was to highlight the power of real human connection in a world consumed by screens. This campaign shows that the most meaningful moments happen when we step away from our devices and engage with those around us. By partnering with Joe Jonas and creators who embody the balance between digital presence and real-life connections, we made it clear that authentic moments are born when we disconnect. Who better than those immersed in the digital space to deliver this message in such an impactful way? True connections are made when we’re present, not distracted by our phones.”
The new Heineken campaign launches in the USA, followed by a global rollout over the next six months covering TV, social media, OOH, and digital media across the Americas, Europe and APAC.
HEINEKEN
Bram Westenbrink – Chief Commercial Officer
Nabil Nasser – Head of Global Heineken® Brand
Daniela Iebba – Heineken Global Brand Strategy and Communication Director
Alexander Drake – Global Communications Manager – Heineken® Brand
Beatrice Jordão – Global Communications Manager – Heineken® Brand
Rutger van der Stegen – Global Head / Director BTL Marketing Heineken® Brand
Bram Reukers- Head of Digital Advertising
Maria Mihaylova – Global Digital Manager
Emily Geisemeyer – Digital Innovation Specialist
Jonathan O’Lone – Head of Brand and Consumer PR
Magdalena Nowrot-Babik – Senior Strategic Insight Manager
LEPUB
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co-Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director & Chief Invention Officer: Andrey Tyukavkin
Executive Creative Director: Eoin Sherry
Executive Creative Director: Felipe Ferreira
Creative Director: Corina Patraucean
Creative Director: Rainor Marinho
Senior Copywriter: Cristiana Candido
Senior Art Director: Ines Mota
Art Director: Flavia Conti
Art Director: Christopher Jones
Copywriter: Zelda Ridgway
Junior Art Director: Martina Desantis
Junior Copywriter: Valentina Ferrara
Junior Designer: Peter Sjo
Global Client Service Director: Shirine Aoun
Client Service Director: Ilaria Castiglioni
Group Account Director: Giulia Melegati
Account Supervisor: Filippo Baldi
Account Manager: Sara Margheritta
Account Executive: Chiara Allievi
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Eleonora Botta
PR Coordinator: Alessia Cornali
Head of Digital Production: Vittorio Cafiero
Chief Strategy Officer: Sol Ghafoor
Groupe Strategy Director: James Moore
Global Data Strategy Director: Ilko Petkov
Data Strategy Director: Andrea Battista
Trend Analyst: Hanna Janasik
Data Translator: Tumay Mavi
Social Media Analyst: Alberto Mura
Junior Digital Ethnographer: Michelle Bonciani
Strategist: Aneta Junkova
Strategist: Thiago Jorge
Communication strategist: Manali Duddalwar
Social Lead: Tatiana Katsai
Chief Production Officer: Francesca Zazzera
Head of Video Production: Anna Sica
TV Producer: Tania Dal Pra
Digital Producer: Mirella Andreoli
Post-Producer: Sabrina Sanfratello
Art Buyer: Caterina Collesano
Production & Print Manager: Daniela Inglieri
Production & Print Manager: Tina Paolella
Digital Producer Supervisor: Simona Caldarini
Digital Art Director: Ariberto Anastasi
Film:
Production company: Pretty Bird
Director: Bradley & Pablo
Producer: Neil Andrews
Head of Production & EP: Fiona Bamford-Phillips
Managing Director: Emily Rudge
Production Manager: Rachael Donson
Director of Photography: Nico Poulsson
Post Supervisor: Phillip Oldham
Production Designer: Will Boyes
Local Service Production: MR Films, Cape Town
MR Films Executive Producer: Earl Redcliffe
MR Head of Production: Kabelo Seane
MR Films Producer: Mel Charrington
Costume Designer: Julie Vojtovics
Casting Director: Thomas Hammond @ Hammond & Cox
DC Editor: Dan Sherwen @ Ten Three
Digital:
Director: Meghan Daniels Producer: Benedict Turnbull
DOP: Nick Burton-Moore
MR Films Producer: Valentia Fisher
Post production:
Head of Post-Production (Prodigious): Alfredo Beretta
Post-Producer (Prodigious): Camilla Colabona
Editor: Fabrizio Squeo
Editor: Andrea Besana
Editor: Lorenzo Casati
Editor: Antonio Civilini
Editor: Alessandro Maffioletti
Editor: Luca Fornaciari
KVs
LePub
Head of Art: Andrea Ferlauto
Associate Creative Director: Giuseppe Vescovi
Senior Designer: Fabio Iacomino
Designer & Art Director: Niccolò Campanini
Junior Designer: Marcello Tarro
Production: CANADA
Photographer: Lou Escobar
Executive Producer: Maria Vives
Producer: Laura Lepre
Prod. Coordinator: Silvia Fernández
Product Specialist: Pau Arregui
Lighting Designer: Jaime Salom
Digi Tech: Niels Jansen
Set Designer: Mario Serrano
Stylist: Jill Gattegno
Retouch: Digital Art Studio
Post Production Coordinator: Javier Botella Pérez & Marina M. Campomanes
RDL Worldwide – Hero talent agency
Founder & CEO: Romilda De Luca
VP – Film, TV, & Partnerships: Kassandra Piligian Veltri
VP – Partnership & Events: Valerie De Luca
Production Coordinator: Jordan Johnson
Marketing Coordinator: Grace Swierenga
The Romans – Global PR & Co-ordination
Managing Director: Kate Brazier
Senior Associate Director: Liam O’Brien
Senior Account Director: Sophie Lambert-Russell
Senior Account Manager: Leigh Brian
Creative Director: Dan Roberts
Billion Dollar Boy – Influencer agency
Thomas Walters: Chief Innovation Officer
Piet Southey: Head of Clients
Group Account Director: Sami Westwood
Senior Account Director: James Silverstone
Account Manager: Taylah Lowe-Allen
Executive Global Creative Director: Alex Williamson
Midweight Creative: Jack Donaldson
Global Talent Partnerships Director: Sophie Crowther
Global Director of Business Affairs: Christina Drollas
Global Business and Commercial Affairs Manager: Tom Grahamslaw
PR Director: Laurence James
Sunshine & Sausages – BTL
Partner: Jeroen Huisman
Account Director: Sofia Moreno Coca
Account Director: Rowi Arnold
Creative Director: Diederik Van Kollem
Art Director: Joris Verwiel
Art Director: Siebe Kruize
Art Director: Devon Murray
Dentsu – Media
Global Strategy Partner: Simon Bielby
Global Strategy Director: Elio LaGrua
Global Account Director: Milo Meulenkamp
Europe regional Lead – Heineken: Fagan Hughes
Global Media Strategy & Planning director: Cristel van de Ridder
Global Media Strategy & Planning director: Marie Boucaut
Partnerships Manager: Julie Le Houezec
Boomerang – Amplify team:
Client Service Director: Sebastiaan Poublon
Digital Content Lead: Daria Iakovenko
Executive Digital Producer: Vic Krens
Lead Digital Producer: Nina Visman
Senior Digital Producer: Peirou Li
Post-producer: Yulia Vinchon
Launch Event
Heineken US
Betsy Paynter: Senior Brand Marketing Manager
Joshua Egan: Senior Brand Director
Guilherme de Marchi Retz: Heineken Marketing SVP
LePub
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
VP Executive Producer LePub NY: Courtney Trent
Articulate: US Event Production & PR amplification
Founder: Moira Breslin
Head of Global Partnerships: Tiffany D’Aurizio
Media Manager: Laura Plunkett
Producer: Lauren Bruss
Project Manager: Emma Collins
Project Coordinator: Isabella York
Talent and Influencer Lead: Eva McBride
MBooth: US PR amplification
Senior Account Oversight: Sally Alfis
Head of Influencer: Tom Lorenzo
Corporate Lead: Mike Loughran
Account Lead: Alex Williams
Media Relations Director: Francisco Aguirre
Senior Account Executive: Nicole Fiorillo
Senior Account Executive: Theo Luterman
Influencer Lead: Marcela Ibarra
Influencer Support: Sydney Shea Byalick