Heineken Envisions Much-Needed Bottle Opener That Force-Closes Your Work Apps

With much of the world returning to the office, work-life balance has become increasingly fraught once again, even more so when you consider long commute times, administrative tasks, and a long list of errands to run.

As such, Heineken hopes to promote better segregation of work and play with its new satirical campaign featuring ‘The Closer’, a high-tech bottle opener that shuts down all of your work applications once you open a bottle of beer. 

“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,” explained Bram Westenbrink, Global Head Heineken Brand. 

Positioned as an “antidote” to the burnout of always-on work culture, the bottle opener aims to become a symbol for the everyday worker who looks forward to nothing more than winding down at the end of the day with an ice-cold drink. 

The brand will unveil The Closer bottle opener at an exclusive event with Billy Eichner, mimicking the style of technology launches akin to Apple or Google. Fans can try their luck at winning the only model available by participating in a contest on June 8, 2022, with Heineken promising more devices to come in the future.

“As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option,” remarked Bruno Bertelli, Global Chief Creative Officer at Publicis Worldwide, which came up with 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,” he added. 

[via The Drum and Heineken / PR Newswire, images via Heineken / PR Newswire]