Heineken The Closer

Heineken and Publicis are running an ad campaign that taps into the beer brand’s stance against hustle culture.

The platform launched globally earlier this year with a bottle opener dubbed “The Closer,” which shuts down work applications so people can disconnect from work and unwind. Heineken brought “The Closer” to Canada last month, partnering with successful entrepreneur Michelle Romanow to deliver a message about taking a break from work.