Integrated Campaign, Experiential
Refreshed Afterwork Rituals with Heineken
Working professionals carry work stress long after leaving the office, preventing them from truly enjoying their downtime. This constant tension leaves little room for genuine refreshment and meaningful social connection,
the very moments that make life rewarding.
Instead of simply promoting afterwork drinks, we elevated the entire afterwork experience with Heineken. Refreshing new rituals that helped people truly disconnect and reconnect.
We transformed ordinary afterwork gatherings into seriously refreshing rituals by bringing together masters of refreshment – bartenders, chefs,and DJs. Each zone demonstrated a different way to refresh through craft, connection, and relaxation, helping Singaporeans take their afterwork as seriously as their work while organically discovering Heineken Pure Malt’s craft and quality.
We positioned Heineken as the essential catalyst for meaningful afterwork experiences that deserve the same commitment as professional life. Rather than simply providing refreshments, we would demonstrate that when people take their social time afterwork as seriously as their work time, both aspects of life become more rewarding and balanced.
The campaign brought Heineken’s Pure Malt credentials to life through three interconnected experiences, each transforming a different aspect of afterwork into a seriously refreshing ritual.
From exclusive beertails and bar bite pairings infused with Pure Malt at The Ahhh Bar, to a gamified beer pouring experience at The Pourfection Lounge. We also created The Social Room, a crafted room with vintage telephones and conversation catalysts to turn the entire space into one big conversation.
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From personalised experiences to Instagrammable moments creating an organic ripple effect of digital engagement with 390 UGC pieces tagged @heinekensg.
