HEINEKEN Encourages Responsible Consumption When Working From Home With New ‘Smart Working?’ Campaign

Working from home has become so normal that we even forgot how not working from home is.

This new way of working brought with it endless calls, zoom fatigue, hardship in separating work from life and unfortunately, new bad habits. Like consuming alcohol during work hours.

Heineken’s new campaign “Smart Working?” reminds consumers to be careful about how and when they consume, and encourage people to never drink alcohol while working.

When it comes to smart working skip the drinks or switch to smart-drinking, with Heineken 0.0

Bruno Bertelli, Global CCO of @PublicisWW and CEO of Le Pub, said: 

Seeing the ways people are adapting to the new way of working was eye opening. It was very important that we take a stand and raise a mirror to what’s happening.

Heineken®’s unique tone of voice was very important in the process of bringing the film “Smart Working?” to life, and a very powerful message: when you work you should not drink.

Bram Westenbrink, Heineken® Global Senior Director said:

Heineken® always aims to tell real stories that resonate with people worldwide. With “Smart Working?” the campaign promotes responsible consumption depicting real life happenings through the lenses of video calls – situations that people have either encountered, or been part of. Through our campaign message we encourage people to never work and drink. 

The campaign was produced by The Family and shot under strict regulations respecting the lockdown. The film is directed by Andrew Lang who portrayed the typical working-from-home situation through the lens of a video call. Guided oversight by agency and client was provided remotely through video conferencing.  Accompanying music is the famous track In the Hall of the Mountain King mixed by Sizzer Amsterdam.


Sr. Director Global Heineken®: Bram Westenbrink

Director Global Communication Heineken®: Daniela Iebba 

Director Global Digital Heineken®: Rob van Griensven

Global Digital Manager Heineken®: Laurens Griep


Global Chief Creative Officer Publicis WW: Bruno Bertelli 

Chief Creative Officer: Cristiana Boccassini

Global Executive Creative Director: Mihnea Gheorghiu

Global Executive Creative Director: Milos Obradovic

Global Creative Director: Sandra Bold

Creative Supervisor: Marie Poumeyrol 

Senior Art Director: Alex Eftimie

Senior Copywriter: Ruxandra Drilea

Senior Strategist: Margherita Tuvo

Head TV Production: Francesca Zazzera

Tv Producer: Eva Maio

Global Client Service Director: Eleni Charakleia 

Account Director: Codruta Arbore

Account Supervisor: Letizia Cantu


Production Company: The Family

Director: Andrew Lang

DOP: Fabio Casati

Set designer: Luca Vitetta

Managing Director: Ada Bovini

Producer: Annalisa Bronzi

Editor: Fabrizio Squeo

Post Production Company, Color Grading, Sound Studio: Boomerang 

Music: Sizzer

Source: Publicis

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