In 2025, Heineken® launched a campaign encouraging people to “get social off socials.” The campaign features Joe Jonas alongside internet-famous creators like Dude with Sign and Lil Cherry—who are usually online—struggling to stand out in a saturated digital world before choosing to unplug and connect IRL.
The program culminated in a vibrant NYC event at Bleecker Street Bar in NoHo on April 24th, where attendees were be invited to trade screen time for face time—with a Heineken in hand.
Role: Producer | Agency: Articulate Productions