Heineken launched a global campaign promoting real-life socialization. This campaign was unveiled following a recent Statista study commissioned by Heineken, which revealed that the average adult spends nearly six hours a day online often feeling overwhelmed by social media feeds.

The campaign debuted 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.

The global beer brand partnered 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 results further reveal that 52% of adults feel overwhelmed by the pressure to keep up with social media, 62% reported feelings of loneliness, and 40% said they now speak to people online more than they do in real life.

Also Read:How interactive campaigns are redefining marketing

The 2-minute hero spot of the “Social Off Socials” effort created by LePub features pop star darling Joe Jonas walking on a freeway where life appears to have stopped, with crashed cars stuck in place, darkened skies, and  people (including Jonas) manically trying to get a signal to refresh their social media feeds on their phones.

What Jonas has entered is a world without social media influencers. Newspapers on the ground ponder their demise, people post physical flyers on outdoor posts requesting followers, a fashion vlogger kisses her ring light goodbye as she throws it in the trash.

The spot continues the montage of desperate influencers, including IRL online stars Dude with Sign, Lil Cherry and Paul Olima, who are losing their minds over the death of social media. Then Jonas happens upon a single bright spot in the dreary off-line world: a lit Heineken pub sign above an actual  bar. Upon entering, he encounters a new world of in-person socializing. He ignores his phone and joins the joyous IRL crowd drinking their Heinekens.

According to Nabil Nasser, global head of Heineken, in an announcement said: “This campaign is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences. 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.

On his part, 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.”

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.”

Also Watch:MARKETING EDGE ONTV

By Abimbola Mohammed