Heineken’s ‘The Closer’ Bottle Opener Puts Your Laptop to Sleep When You Open a Beer

Heineken has come up with a tongue-in-cheek campaign to address the real work-life imbalance with a Bluetooth-enabled bottle opener that puts nearby laptops into sleep mode when you open a bottle of beer.

With the rapid adoption of new work technology and a global pandemic forcing a complete overhaul of where and when work gets done, workers have increased their average working day by 2.5 hours, according to NordVPN Teams. All those extra hours can negatively impact overall employee wellbeing, translating to less time spent with friends and family or pursuing personal hobbies.

To address this increasing work-life imbalance Heineken has created “The Closer,” a high-tech bottle opener that “immediately shuts all work applications when a bottle of Heineken is opened with it,” says the brand.

People across the United States will be able to enter for their chance to win a Closer bottle opener on June 8. But fans will have to act quickly, as the promotion will only be open from 10 am – 11:59 pm ET. More devices will be made available in additional markets in the coming months.


 

“As a brand, we have always stood for creating moments of shared connections with others,” said Bram Westenbrink, Global Head of Heineken Brand.

“With the once-rigid boundaries between work and personal time rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about the importance of resisting the societal pressures to be in a constant state of busy work and encourage workers around the world to reprioritize social and leisure time with the people who matter most.”

The Closer bottle opener will be announced at an exclusive launch event, with a keynote address by Billy Eichner who will unveil the gadget. According to Heineken, by overemphasizing the necessity of such a high-tech marvel, Eichner will remind us all that everyone already has everything they need to close down right at their fingertips.


 

Apparently, the bottle opener really does put your laptop to sleep a spokesperson told us. But it will not shut down all the lights across the globe. Just in case you’re buzzed from that first beer and worried about such things.

“As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option,” added Bruno Bertelli, Global Chief Creative Officer of Publicis Worldwide, the lead agency that created the campaign.

“That’s why we created The Closer. It’s not just technology; it’s a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.”

The campaign was created to spark conversation, and for Heineken, it starts by empowering its own employees, who number over 80,000 worldwide.

“While work-life imbalance is an issue felt around the world, it can’t be solved with just one policy change,” said Yolanda Talamo, Global Head of Human Resources at Heineken.

“This high-tech bottle opener is a symbol that acts as a catalyst for change, but the work is ahead of us. We are asking all of our employees to help us identify practical solutions that take into account the cultural nuances in each of the countries we operate in so everyone can enjoy more balance between their work and personal time.”


To learn more about The Closer global campaign, visit www.heineken.com/closer. (Link may be inaccessible in certain regions)


Credits

Heineken  

Sr. Director Global Heineken® Brand: Bram Westenbrink  

Heineken Global Communication Director: Daniela Iebba  

Heineken Global Digital Director: Rob van Griensven 

Heineken USA Marketing Communications lead: Joshua Egan 

Heineken USA Brand Manager: Joe Conti 

Heineken Brand Global PR Lead: Jonathan O’Lone 

Heineken Global Digital Production Manager: Bram Reukers 

 

PRODUCT DEVELOPMENT, MAIN ASSETS, DIGITAL ASSETS 

PUBLICIS ITALY/Le Pub  

Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli 

CEO Publicis Italy, Global CCO Publicis Italy & Le Pub Amsterdam: Cristiana Boccassini 

Global CCO Publicis Italy & Le Pub Amsterdam: Mihnea Gheorghiu 

Global Executive Creative Director Publicis Italy: Andrey Tyukavkin 

Global Executive Creative Director Le Pub Amsterdam: Milos Obradovic 

Global Creative Director Publicis Italy: Eoin Sherry 

Creative Director Publicis Italy: Luca Boncompagni 

Senior Copywriter Le Pub Amsterdam: Christopher Penman  

General Manager Le Pub Amsterdam: Eleni Charakleia 

Global Client Service Director Publicis Italy & Le Pub Amsterdam: Paola Natellis 

Group Account Director Publicis Italy: Ilaria Castiglioni 

Account Director Publicis Italy: Benedetta Neri  

Project Manager Le Pub Amsterdam: Carolina Van Maasdijk 

Chief Strategy and Innovation Officer Le Pub Amsterdam: Charles Laporte Aust 

Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam: Bela Ziemann 

Strategy Director at Publicis Italy: Monica Radulescu  

Global data strategist Le Pub Amsterdam: Ilko Petkov 

Chief Creation Officer Publicis Italy: Francesca Zazzera 

Head of Video Production Publicis Italy: Anna Sica 

TV Producer Publicis Italy: Barbara Brown 

 

MAIN ASSETS PRODUCTION COMPANY  

Production Company: DIVISION  

Director: Francois Rousselet 

DoP: Paul Guilhaume  

Executive Producer: Jules de Chateleux  

Producer: Aurelie Bruneau 

 

MAIN ASSETS POST PRODUCTION  

Post-Production Company: The Mill Paris  

Producer: Claire Garraud 

Post Producer and VFX Supervisor: Stephane Pivron 

Editor: Adriana Legay 

Editor Prodigious (cut down 30+15): Enrico Munarini 

 

MUSIC 

Original music: Justin Hurwitz 

two time academy award winner 

 

DIGITAL ASSETS AND PRODUCT DEV 

PUBLICIS ITALY/Le Pub  

Global Account Director Le Pub Amsterdam: Derek Muller  

Head of Delivery Le Pub Amsterdam: Siebren Benedictus  

Head of Digital Production Publicis Italy: Vittorio Cafiero  

Creative Director Publicis Italy: Diego Tardani  

Senior Art Director Le Pub Amsterdam: Santi Urso  

Associate Creative & Design Director Publicis Italy: Valentino Borghesi  

Art Director Publicis Italy: Joao Araujo  

Copywriter Publicis Italy: Ruben De Barros  

TV Producer Publicis Italy: Sabrina Sanfratello  

Social Media Director Le Pub Amsterdam: Ali Hares 

  

DIGITAL ASSETS – Boomerang. Part of Publicis Groupe 

Chief Creative Oficer: Eldin Fetahovic 

Chief Production Officer: Fikret Fetahovic  

Chief Commercial Officer: Alexander Veltman Executive  

Creative Director: Rico de Lange  

Senior Creative: Bruno Lopes 

Senior Creative: Santi Urso 

Account Director: Charlotte Grotenhuis  

Senior Project Lead: Manja Schuurhof 

Senior Project Manager: Ilse Carpay 

Digital Producer: Esteban Cuenca 

Digital Producer: Bronson Wilson 

Digital Producer: Vic Krens 

Post Production Supervisor: Paulo Pennings 

Post Production Lead: Yulia Vinchon 

Lead Editor: Mike Duistermaat  

Senior Editor: Anton Veselov  

Colorist: Cyriel Roumen 

Director: Frits Taberima 

DOP: Olaf van Dam 

Senior Producer: Laura Thrower 

Focus Puller: Maxime van Erp 

Gaer: Ernst Jan Thieme 

Best Boys: Patrick Galvin + Tessa Holmes  

Make Up Artist: Fieke Brokkelkamp  

Stylists: Saskia de Vos / Christi Batelaan  

Food Stylist: Hans Hogervorst             

 

Dentsu RedStar (Media) 

Global Client Director: Kate Hinz 

Global Strategy Partner: Richard Wright 

Strategic Digital Director: Ricardo Lopes 

 

Global PR: Fast Horse; Edelman 

 

US LAUNCH EVENT: 

Production company: Picrow 

Director: Sergio Cilli 

EP: Dal Wolf 

EP: Anthony Ficalora 

Producer: Susan DePalma 

DP: Tom Banks 

AD: Gabriel Blom 

Production Designer: Edmund Levine 

 

US Launch  

Agencies: Canvas, Fast Horse, Rogers & Cowan 

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