The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

The Closer

Agency Publicis Italy / Milan + Boomerang Agency / Amsterdam + Le Pub / Amsterdam + Division

Client Heineken


Integrated Campaign

Annual ID


About the Work

The creative idea was to use satire to remind people that closing down is easier than you think. So we created The Closer: a Bluetooth powered bottle opener that automatically closes your work when you open a beer with it. It’s a real device that was distributed in 48 countries. The Closer became a way for Heineken to talk about work-life balance and remind people to #WorkResponsibly. The goal was not to make people believe that The Closer is the solution to overwork, but as a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.

2023 Awards

Total Points: 3




Publicis Italy / Milan
Boomerang Agency / Amsterdam
Le Pub / Amsterdam

Production Company


Art Director

Valentino Borghesi


Christopher Penmann

Account Director

Benedetta Neri
Derek Muller
Charlotte Grothenhius

Chief Production Officer

Fikret Fetahovic

Senior Art Director

Santi Urso

ACD / Art

Giulio Frittaion


Gabriel Blom

Chief Creation Officer

Francesca Zazzera

Chief Strategy & Innovation Officer

Charles Laporte Aust

Client director

Kate Hinz


Cyriel Roumen

Digital Producer

Esteban Cuenca
Bronson Wilson

Digital Project Manager

Vic Krens


Paul Guilhaume
Olaf van Dam


Tom Banks


Dal Wolf
Anthony Ficalora

General Manager

Eleni Charakleia

Global Chief Strategy Officer

Bela Ziemann

Global Client Service Director

Paola Natellis

Global Data Strategist

Ilko Petkov

Global Strategy Partner

Richard Wright

Group Account Director

Ilaria Castiglioni

Head of Video Production

Anna Sica

Post Production Supervisor

Paulo Pennings

Producer Avatars & DOOH

Sabrina Sanfratello

Senior Creative

Bruno Lopes

Senior Project Lead

Manja Schuurhof

Senior Project Manager

Vittorio Cafiero

Strategic Digital Director

Ricardo Lopes

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