In cities that appear endlessly connected, genuine human connection can still be hard to find.
Heineken’s latest activation, “Rooftop Revival,” takes on that paradox head-on by turning forgotten rooftops across Seoul into vibrant gathering spots.
Developed with creative agency LePub, the campaign responds to a stark reality: according to a global study across six major cities (London, Tokyo, New York, Paris, Seoul and Sydney), 57% of residents say they regularly feel lonely, with a third admitting they experience isolation at least once a week. In Seoul, 53% of locals say their city feels more suited to work than socializing, while 37% believe there aren’t enough spaces to connect.
Satellite stars, secret spaces
Heineken spotlighted the city’s untapped potential: Seoul’s unusually high number of flat, unused rooftops. Using satellite imagery, the brand teased new hotspots by marking rooftops with its iconic red star umbrella, a beacon inviting locals to discover social spaces hidden in plain sight.
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Once inside, visitors found rooftops reimagined as intimate cultural hubs: from a live performance by DINO of K-Pop group SEVENTEEN, to a design workshop with artist Cha Inchul, and an interactive culinary session led by chef Cho SeoHyeoung.
Creativity from above
To document the transformation, Heineken tapped renowned German photographer Tom Hegen, known for his aerial imagery exploring human impact on landscapes. His striking visuals captured the rebirth of these once-silent rooftops into living, social canvases. Architect Byoung Soo Cho praised the effort: “Each rooftop becomes a pole of creativity and conviviality. It’s proof that rethinking our spaces can revive the social fabric of our cities.”
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By re-activating what already exists rather than building something new, Heineken delivers a powerful reminder: sometimes all it takes to ease loneliness is a fresh perspective on the spaces around us.
Or, as the brand perfectly put it: There’s always ROOF for social life.
