Heineken has unveiled the latest iteration of its #workresponsibly initiative titled ‘The Office Cleaners’.
The initiative sees office cleaners wear QR code vests that once scanned offer workers the chance to redeem vouchers for free beer.
Created by Le Pub – the agency formed by Heineken and Publicis Groupe – the campaign intends to help restore the work-life balance of workers by setting ‘healthy boundaries at work’ so they can enjoy time with their friends and family.
Workers around the world work an average of 9.2 hours of unpaid overtime per week, according to a study carried out by the ADP Research Institute. Due to the fact that 81% of people in Argentina feel that they work too much, the initiative will debut in the South-American country.
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The beer brand and agency worked with a number of local corporate cleaning companies to bring the campaign to life.
“As a brand, we have always stood for fostering real moments of connection over a beer with friends,” Heineken global brand head Bram Westenbrink said.
“We want to spark conversations about the importance of maintaining work-life balance and resisting societal pressures to be in a constant state of work. Campaigns like this help to encourage workers around the world to reprioritise social and leisure time with the people who matter.”
