The Ghosted Bar: Empowering Young Generations to Prioritize Relationships
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The Ghosted Bar campaign, launched by Heineken, uses Korean actor Park Hyung Sik to encourage young people to value friendships over work commitments. Based on research by Heineken, 45% of Singapore and Malaysian youth ghost friends due to work, with 64.5% feeling burned out. The campaign aims to shift cultural norms, emphasizing the importance of socializing and balancing work-life. By leveraging social media, it highlights the emotional toll of overwork and the need for healthier relationships. The initiative resonates with Gen Z, addressing modern challenges of productivity and connection.
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Published around:
June 13, 2024
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Added to Agency Inside:
March 24, 2026
