Imagine An Influencer Crisis In A World Without Social Media Followers
Heineken has unveiled its latest campaign, inspiring consumers to get social off socials as a way to combat feelings of digital overload.
Musician Joe Jonas and popular creators including Dude with Sign, Lil Cherry and Paul Olima feature in a video spot for Heineken that dramatizes a world where nobody is on social media because they are too busy connecting in real life.
In a world where adults are feeling increasingly overwhelmed by their social media feeds, Heineken is seeking to remind people of the power of real-life socializing by – ironically - tapping into the world of celebrities and online creators.
The global beer brand has joined forces with American singer, songwriter and actor Joe Jonas and some of the world’s most followed creators – including Dude with Sign, Lil Cherry and Paul Olima – to dramatize how they would react to empty social media feeds if more people were out having a good time IRL.
Heineken | Social Off Socials (What A Wonderful World)
Heineken has cleverly enlisted a diverse range of digital creators – whose lives are deeply embedded in online culture – to co-create the campaign and play a pivotal role in amplifying its campaign message: that the best way to disconnect from social media overload is to connect in real life.
While these creators typically thrive on capturing attention online, Heineken has flipped the script – first showing them struggling to stand out in a saturated digital world, then choosing to unplug and encourage others to do the same. This ironic twist highlights Heineken’s core message: authentic connections happen offline, not through our screens.
The campaign was developed by creative agency LePub and is being supported by PR agency The Romans and creator-focused social agency Billion Dollar Boy.
The two-minute spot depicts Jonas alone in a dystopian world, on a freeway amid abandoned cars. As a version of ‘What A Wonderful World,’ plays, Jonas checks his social feed, which reveals the new content he posted has received no engagement.
The effort is part of the brand’s ongoing marketing efforts to encourage people to put down their phones and engage in more real-world activities.
The campaign goal was to highlight the power of real human connection in a world consumed by screens. This campaign shows that the most meaningful moments happen when we step away from our devices and engage with those around us. By partnering with Joe Jonas and creators who embody the balance between digital presence and real-life connections, it’s clear that authentic moments are born when we disconnect. Who better than those immersed in the digital space to deliver this message in such an impactful way? True connections are made when we’re present, not distracted by our phones.
The effort is supported by brand-commissioned research indicating that over half (52%) of adults are overwhelmed by the pressure to keep up with social media.