Hours in front of the screens, little social contact in the streets, addiction, anxiety, loneliness. In a world dominated by social networks, Heineken It is positioned as a guarantor brand of physical connections, to combat digital overload and remember that the most special moments of life happen outside the Internet.

And, according to a brand study, people spend almost 6 hours Looking at their devices, which is equivalent to 88 days in a row during the year hooked on the phone. These figures increase until 6 and a half a day in the case of generation Z, among which 10% exceed 12 hours per day in front of the screens.

To fight it, by the hand of the creative agency I pub, has launched “Social off socials”, A campaign that encourages consumers to get away from screens to have deeper and more significant social experiences. Heineken has joined forces with Joe Jonas and other influencers and famous creators, As Doue with Sign, Lil Cherry or Paul Olima, to move this message imagining a world without social networks.

The announcement, with pretty bird production, proposes a universe in which people come to bars to socialize face to face. To do this, it shows Joe Jonas walking through a desert city with the song

The brand explains that by associating with figures very rooted in online culture, they manage to transmit in a fun way the possibility of achieve a more rewarding life outside the networks. “We show that one of the easiest ways to disconnect from the overwhelming world of social networks is connecting in real life”, He states.

Bram Westenbrink, brand commercial director, highlights the commitment that Heineken maintains since its foundation with Socialization. “This value is the basis of everything we do. However, we believe it is in danger. Therefore, like the most international brewer in the world, we position ourselves to promote meetings with a beer, with or without alcohol, and raise awareness about the pleasure of the true union for future generations”

“Social off socials” has also been activated in Instagram profiles of Dude with Sign and Paul Olima. The first, with a poster in which it reads “You don’t have to announce that you are taking a social networks break”, And the second creating a comic situation with a deliveryman who tries to become famous in networks without much success.

Heineken also leads the action to its own website, with digital graphics in which its willingness to create physical social interactions is revealed for Promote more human fun. In them the phrase is read “Social Networking Since 1873”, Together with people having fun around brand beers and tables with mobile shapes.

An appointment to connect in person

According to a statement collected by Fast Company“Social off socials” rolled in South Africa taking advantage of a hole on the tour of Joe Jonas for his new album. On the other hand, the singer interpreted the song “Heart by Heart” in A manhattan bar, as part of an event organized by Heineken. And recorded part of the official video clip in front of the public.

In this same event were both the protagonists of the spot, as the Victoria’s Secret Martha Hunt and Graice Carvalho models, the model and famous Ivy Getty, and the Yankees player Luke Weaver. There Jonas and Seth Phillips (Dude with a Sign), posed in Decorated shop windows like Instagram reels To highlight the campaign message.

“In Heineken we have always believed that the best connections are created in real life”, Says Nabil Nasser, global director of Heineken, according to the aforementioned medium.”I am a great fan of social networks, but I know it is important to take a break and live experiences in person“. The manager points out that the action serves as a reminder that getting away from the screens can generate more refreshing and significant social experiences.

As for the participation of influencers, Nasser details that it may seem ironic, “But they also understand that it is about balance and were as interested as we are promoting socialization in person. Many people feel overwhelmed by the pressure of constant digital interaction, so we want to show how easy a breath of social networks can be taken”

From Little Black Book They point out that “social off socials” has already been activated in the United States, and that In the coming months you will arrive at the rest of the markets Where the brand operates. The media plan includes television, social networks, external advertising and digital media from America, Europe and Asia-Pacific.