Heineken's "Social off Socials" Campaign Promotes IRL Connection
Heineken is launching a new global campaign called "Social off Socials" to encourage consumers to disconnect from social media and embrace real-world connections. The campaign features musician Joe Jonas and popular creators like Dude with Sign, Lil Cherry, and Paul Olima.
A new video spot dramatizes a world where people are too busy connecting in real life to be on social media. The campaign, inspired by research showing that over half of adults feel overwhelmed by social media, will roll out globally over the next six months across TV, social media, out-of-home, and digital media.
Heineken Encourages Real-World Connections
Heineken's research, surveying 17,000 adults worldwide, found that the average person spends nearly six hours a day on their devices. This constant screen time leads to social exhaustion, particularly among Gen Z, with 62% reporting feeling drained by digital engagement.
The "Social off Socials" campaign depicts a humorous scenario where Joe Jonas and creators navigate a world devoid of social media engagement. They eventually find solace and connection at a Heineken-sponsored gathering, highlighting the brand's message.
“Working with creators — who are by their nature always online — to highlight the solution may seem ironic, but they too realize it’s about balance and were as eager as us to encourage IRL socializing,” said Nabil Nasser, Global Head of Heineken.
The campaign, developed by LePub, The Romans, and Billion Dollar Boy, includes short films across creators' social channels urging followers to disconnect. A launch event in New York City featured Jonas and Dude with Sign posing in store windows designed to resemble Instagram Reels.
This campaign builds on Heineken's previous initiatives promoting real-world interaction, including a limited-edition "dumb phone," a "Boring App" discouraging smartphone use at social gatherings, and an AI-powered phone case that flips phones face down when the word "cheers" is spoken.
