The Horeca industry has been confronted with unprecedented staff shortages, leading establishments to reduce their capacity or, in some cases, closing down. Heineken really believes that bar work can help young people build a successful career. That’s why the brand, will officially recognize bar experience in the hiring process. The backdoor of bars all across the Netherlands were chosen to convey this powerful message to potential candidates: “This backdoor can lead you to our front door.” Heineken is the first company in the world to both officially certify and consider bar experience as valuable to get hired.
Bar Experience
Agency
Milan, Amsterdam
Other projects Heineken®
Starring Bars
LePub Milan presents Starring Bars – a global initiative to film all HEINEKEN® commercials in partner bars that need help. So when they’re not serving beers, they serve as sets, benefiting from rental income, production makeovers, and global visibility. HEINEKEN®…
The Flipper
What do you do when everyone’s glued to their phones instead of the moment? You flip the script—literally. Heineken introduces The Flipper: a phone case that flips your phone face down every time someone says “cheers!” Powered by a voice…
Bar Dating
GenZ are very open minded. And yet for some reason they’re stuck with their usual bar. So LePub Milan and LePub São Paulo have launched #BarDating: the first dating app for bars that sparks Gen Z bar dating life. Because…
The Heineken® Smootheriser
The new generation of Asian beer drinkers is always looking for smoother taste profiles. To land the message that Heineken® Silver is really smooth, LePub Singapore united beer and beauty tapping into Asia’s number 1 obsession: skincare. Introducing The Smootheriser.…
Pub Succession
LePub Milan and Publicis Dublin with HEINEKEN® are launching a worldwide recruitment campaign to help one retiring Irish publican find a buyer for his 155-year-old Irish family pub located on Achill Island, off the west coast of Ireland. The only…
Social Screen
In South Africa, millions of football fans watch the Champions League matches alone on their phones. Heineken® teamed up with LePub Milan and LePub Johannesburg to turn this solitary experience into a social moment. We launched the Social Screen, an…
Excuses Bars
We all feel guilty when we come up with an excuse to ditch a commitment. This happens also in Spain, where, according to a survey, 58% of football fans make an excuse to watch the match. That’s why LePub Milan…
Streaming Bar
Watching a series with friends often means more pausing than watching. But what if we could turn pausing into a moment everyone looks forward to? Heineken’s Streaming Bar is the first bar inside Netflix that opens whenever you pause a…
Enjoy The Festivities
Phones are great. But they can also be too good a distraction. For Heineken’s first APAC festive campaign, LePub Singapore dramatised this with a simple message: when you’re busy on your phone, you miss out on the best parts of…
