Voice notes were designed to make communication easier, but they have increasingly become lengthy digital catch-ups that often replace real-life interactions.
Heineken’s global research revealed that people spend almost 150 hours a year sending and receiving voice notes, while more than half believe they are replacing face-to-face conversations. At a time when meaningful social connections are needed more than ever, digital convenience was getting in the way of real-world experiences.
As a long-time champion of socializing in real life, Heineken set out to turn one of today’s most common digital habits into a reason to meet up instead. “Could Have Been A Heineken” transformed long voice notes into an invitation to reconnect in person, rewarding people for stepping away from their screens and sharing a beer together.
Developed by LePub Milan and LePub São Paulo in partnership with WhatsApp, the campaign introduced a custom bot that rewarded users with free Heineken beers at nearby bars when they forwarded an overly long voice note. Launched first in Brazil, a market where voice notes are especially popular, the activation was supported by bold OOH placements, creator-led content, social activations, and cultural trend remixes that amplified the message. By using technology to encourage offline interaction, the campaign stayed true to Heineken’s mission of bringing people together in real life.
The campaign transformed a universal digital behavior into a playful social intervention, reminding people that the best conversations happen face-to-face. By leveraging a simple yet scalable technology, Heineken reinforced its position as a brand that actively champions real-world connection. Following its launch in Brazil, the platform demonstrated strong potential for expansion into additional markets, proving how technology can be used not to replace human interaction, but to inspire it.
CREDITS
Brand: Heineken.
Head of Global Heineken Brand: Nabil Nasser.
Global Communication: Dana Katz, Nalini Bhagwandin and Alessandra Cavarra.
Head of Brand & Consumer PR: Jonathan O’Lone.
Brand Global PR Lead: Joey Brophy.
VP Marketing, Heineken Brazil: Cecilia Bottai Mondino.
Senior Director, Heineken Business Unit: Eduardo Picarelli.
Brand: Igor de Castro, Williane Vieira, Giullia Gonçalves.
Consumer Connections: Fernanda Saboya, Luiza Agostini.
Media Specialist: Maria Rivaz.
Corporate Communications: Rafael Golfe, Karina Otsubo.
Senior Manager, Brand PR & Influencer: Adriana Teixeira.
Manager, Brand PR & Influencer: Camille Nunes.
Digital & Data: Eduardo Paiva and Stefanny Jeronimo.
Trade Marketing Manager: William Mazzucatto.
Creative Agency: LePub Milan.
Global CEO & CCO, LePub Worldwide: Bruno Bertelli.
Global CCOs: Cristiana Boccassini and Mihnea Gheorghiu.
Executive Creative Directors: Gaston Soto and Jack Smedley.
Creative Directors: Silvia Oton and Andrea Afeltra.
Associate Creative Director: Valentino Borghesi.
Head of Art: Andrea Ferlauto.
Copywriter: Alessandro Traverso.
Art Director: Vincenzo Russo.
Head of Strategy: James Moore.
Global Head of Creative Technology: Mauro Mazzei.
Head of Digital Production: Vittorio Cafiero.
Head of Content: Manuela Rossi.
Global Head of PR: Isabella Cecconi.
Senior PR Manager: Eleonora Botta.
Client Service Directors: Shirine Aoun and Ilaria Castiglioni.
Accounts: Gonzalo Gutierrez, Candida Franchi, Marta Sartorio.
Chief Production Officer: Francesca Zazzera.
Producer: Cinzia Morandi.
Motion Designers & Post Team: Dario Lipani, Andrea Besana, Roberto Bella and Claudio Beltrami.
Creative Agency: LePub São Paulo.
CSO & Partner: Aldo Pini.
COO: Aline Garcia.
CCO: Laura Esteves.
Executive Creative Directors: Greg Kickow and Rafael Alves.
Creative Directors: Yan Prado and Leandro Vilas.
Associate Creative Director: Caio Lima.
Copywriter: Victor Sotero.
Art Directors: Arthur Mourão and Samoel Junqueira.
Account Director: Juliana Dantas.
Creative Production Directors: Caio Rodrigues and Mariana Hermeto.
Content Director: Dayana Teixeira.
Strategy Director: Marília Duran.
Media Director: Priscilla Leite.
Executive Business Intelligence Director: Jessica Nahal.
Chief Communications Officer: Paula Ganem.
Music: Audio Network.
Music Consultant: Massimo Giordani.
PR Agency: The Romans.
Managing Director: Kate Brazier.
Executive Creative Director: Dan Roberts.
Creative Director: Jordan Kavanagh.
Associate Director: Liam O’Brien.
Account Director: Sarah Jones.
PR Agency: Lema+.
Co-Founders: Leandro Matulja and Leticia Zioni.
Partner & CCO: Gui Maia.
Account Manager: Maria Puebla.
Services & Project Manager: Felipe Klingelhoefer.
Creative Strategy Manager: Felipe Vaitsman.
Media Agency: Dentsu Creative.
Executive Business Director: Caroline Bassi.
Media Director: Raphael Cunha.
Media Manager: Marcelo Barbosa.
Media & CRM Agency: Circulo CRM.
Business Manager: Camila Moura.
Copywriter: Marina Costa.
Designer: Polyana Tarquinio.
Senior Strategist: Nathalia Farkas.
