— CLIENT
Heineken
— PROJECT
The Ghosted Bar
— ROLE
Art Direction
Graphic Design
— AGENCY
LePub APAC
Burnout and overwork made after-work drinks disappear, causing a 25% revenue drop for bars. As the first drink of the evening, Heineken was directly affected: working late meant people were skipping the brand’s main consumption occasion. Protecting social life from overwork made sense both for brand purpose and for business.
The campaign encouraged people to call out friends who chose work over hanging out. Every touchpoint was designed to be shareable, reinforcing the urgency of the issue. Heineken created a digital tool to nudge overworking friends back to the bar. Using Park’s social presence, the brand introduced a new “ghost story” to highlight the need for better work-life balance. One video showed “paranormal activity” in a bar, while another revealed the ghost was actually an office worker staying late—spotlighting Southeast Asia’s overwork culture.
The campaign reached 2.4B people globally, generated 31M views in the first week, and received 227 press features worth an estimated USD $2M. The “Ghosted Bar” experience appeared in nearly every online event guide.
