Heineken x LePub

Heineken, in partnership with the agency LePub, has launched a new campaign titled “Social Off Socials,” featuring Joe Jonas alongside several American influencers. The initiative encourages people to disconnect from social media in order to foster real, authentic interactions. The core idea is powerful: what if these digital personalities disappeared from your feed would you spend more time engaging in the real world?

The campaign kicked off in late April during an event in New York, where Joe Jonas, joined by figures like Dude with Sign, Lil Cherry, and Paul Olima, urged participants to put down their phones and enjoy genuine moments of connection. This move reflects a desire to promote screen-free socializing, reminding us that true human connections are built beyond the scroll and the selfie.

With “Social Off Socials” Heineken reinforces its commitment to responsible consumption and enriching social lives through real-world interactions. The campaign taps into a growing trend of digital detox, resonating with a generation that is increasingly questioning the omnipresence of social platforms and seeking more meaningful experiences.