Client: Heineken
Agency: Le Pub
Singapore (2023)
Collaborators
Le Pub
Sergey Mast
Tammy Tan
Heineken’s “The Ghosted Bar” campaign is a creative initiative addressing the culture of overworking in Singapore and Malaysia. The campaign highlights how work commitments often lead individuals to “ghost” their friends, missing out on social interactions. By portraying overworked individuals as literal ghosts in social settings, Heineken emphasizes the importance of balancing work and personal life. The campaign features activations in bars and digital tools to encourage people to leave work on time and reconnect with friends, promoting the message to #WorkResponsibly.
the experience
My Role
Technical Project Management
Feasibility
Scoping
Risk Mitigation
Vendor Management
As part of Heineken’s Ghosted Bar activation at No. 5 Emerald Hill, we created an immersive moment that playfully brought the concept of “ghosting” to life. Guests submitted photos of friends who had bailed on them for work, which were then transformed into AI-generated videos of their friends “speaking” to them. We collaborated with our global creative tech team to design and develop the right UX without making the experience convoluted to the end user.
These personalized videos were then projected onto a fog wall, creating a hauntingly real ghost-like figure that appeared to float mid-air. The result? A memorable, interactive moment that blended storytelling, tech, and social sharing—perfectly on-brand and made for Instagram.