Heineken has teamed up with LePub Singapore to launch a heartwarming campaign titled ‘Festive Celebrations,’ adding a playful twist to the Lunar New Year festivities. The campaign carries the poignant message, “Celebrations are better when phones take a rest,” encouraging people to set aside their devices and focus on fostering genuine connections.
The story revolves around an aunt and her nephew who often find themselves distracted by social media and doom-scrolling, even amidst lively family gatherings. Lost in their screens, they miss out on the joy of festive feasts, light-hearted flirtations, and the dazzling fireworks around them.
To combat their phone-induced detachment, the duo devises a simple yet effective method to snap each other out of their digital daze, ensuring they don’t miss the magic of the celebrations.
With humor and relatability, the campaign reinforces Heineken’s belief that the festive season is a time to reconnect with loved ones, free from the constant buzzing and notifications of modern technology. ‘Festive Celebrations’ serves as a timely reminder to embrace the present and make memories that truly matter.
This year’s festive campaign is Heineken’s first Lunar New Year campaign to run in multiple Asian markets including China, Singapore and Vietnam.
“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?” said Nalini Bhagwandin, Communication Manager at Heineken APAC.
Stephan Schwarz, Executive Creative Director, APAC at LePub Singapore, adds: “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 across 192 countries, Heineken has always been about more than beer, believing that social life matters more than we realise. Heineken’s festive campaign continues the brand’s quest to foster moments of genuine connection, which in the age of distraction, means swapping mindless scrolling for mindful celebrating.Directed by Maxime Govare and produced by Cream Paris, ‘Festive Celebrations’ is now running in key markets in Asia in the lead-up to the Lunar New Year on 29 January, 2025.
