Heineken has created a bottle opener that makes you stop working

“The creative work will challenge the obvious, stereotypes and tired clichés,” says Josh Egan, US Brand Director for Heineken. “The campaign inspires people through inventiveness and wit to stop overwork and open their minds to what can happen after work.”

Heineken has made 25 openings, which will be up for grabs in the United States in a one-day contest on June 8. Other competitions and markets will follow throughout the summer.

If you don’t land any, there’s always a chance of winning something. Early workers who use Heineken’s Calendar Closer to block time to avoid after-hours meetings will receive beer money after work.


Heineken® Global Brand Senior Director: Bram Westenbrink
Heineken® Global Communications Director: Daniela Iebba
Heineken® Global Digital Director: Rob van Griensven
Heineken® USA Marketing Communications Manager: Joshua Egan
Heineken® USA Brand Manager: Joe Conti
Global Public Relations Manager for Heineken® Brand: Jonathan O’Lone
Global Head of Heineken® Digital Production: Bram Reukers

CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global 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
Publicis Italy Artistic Director: Luca Boncompagni
Senior Editor Le Pub Amsterdam: Christopher Penman
Managing Director 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
Director of Strategy and Innovation Le Pub Amsterdam: Charles Laporte Aust
Director of Global Strategy Publicis Italy & Le Pub Amsterdam: Bela Ziemann
Director of Strategy at Publicis Italy: Monica Radulescu
Global data strategist Le Pub Amsterdam: Ilko Petkov
Publicis Italy Creative Director: Francesca Zazzera
Publicis Italy video production manager: Anna Sica
Publicis Italy TV Producer: Barbara Brown

Production company: DIVISION
Director: Francois Rousselet
Director of photography: Paul Guilhaume
Executive producer: Jules de Chateleux
Producer: Aurélie Bruneau

Post-production company: The Mill Paris
Producer: Claire Garraud
Post Producer and VFX Supervisor: Stéphane Pivron
Editor: Adriana Legay
Editor Prodigious (reduced 30 + 15): Enrico Munarini

Original Music: Justin Hurwitz
two-time laureate of the academy

Global Account Manager Le Pub Amsterdam: Derek Muller
Delivery Manager Le Pub Amsterdam: Siebren Benedictus
Publicis Italy Digital Production Manager: Vittorio Cafiero
Publicis Italy Artistic Director: Diego Tardani
Senior Artistic Director Le Pub Amsterdam: Santi Urso
Associate Creative & Design Director Publicis Italy: Valentino Borghesi
Publicis Italy Artistic Director: Joao Araujo
Publicis Italy copywriter: Ruben De Barros
Publicis Italy TV Producer: Sabrina Sanfratello
Social Media Director Le Pub Amsterdam: Ali Hares

DIGITAL ASSETS – Boomerang. Part of Publicis Groupe
Creative Director: Eldin Fetahovic
Production manager: Fikret Fetahovic
Commercial Director: Alexander Veltman Executive
Creative Director: Rico de Lange
Senior Creation: Bruno Lopes
Senior Creation: Santi Urso
Account Manager: Charlotte Grotenhuis
Main project manager: 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 manager: Yulia Vinchon
Editor-in-chief: Mike Duistermaat
Editor-in-chief: Anton Veselov
Colorist: Cyriel Roumen
Director: Frits Taberima
DOP: Olaf van Dam
Main 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 Strategic Partner: Richard Wright
Strategic Digital Director: Ricardo Lopes

Global Public Relations: Fast Horse; Edelman

Production company: Picrow
Director: Sergio Cilli
EP: Dal Wolf
EP: Anthony Ficalora
Producer: Susan DePalma
DP: Tom Banks
RW: Gabriel Blom
Production designer: Edmund Levine

Launch in the United States
Agencies: Canvas, Fast Horse, Rogers & Cowan

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