It's a modern paradox that many of us have experienced at some point. We're more connected than ever through smartphones and digital technology that can link us to anyone, anywhere, at the tap of a button. Yet, reports of increasing loneliness and disconnection are on the rise.
The issue is especially acute in densely populated cities. From above, cities seem bustling and vibrant, yet on the ground, urban isolation is a real problem. Lifestyle changes, work-life imbalance, the isolating draw of digital life and shrinking living spaces are making it harder for city dwellers to connect meaningfully, creating what is known as the proximity paradox.
New research by Heineken and OnePoll shows that over half (57 per cent) of city residents in Seoul, Tokyo, London, New York, Paris and Sydney often feel lonely, while 33 per cent experience feelings of isolation weekly or more, even in some of the world's most densely populated areas. Among Gen Z and Millennials, this figure rises to 47%.
Reimagining urban connection
To break down the barriers to socialisation that modern urban life presents, Heineken has launched its latest campaign, Rooftop Revival. The campaign transforms overlooked city rooftops into vibrant hangout spots, aiming to address the paradox of cities built for connection but often experienced in isolation.
"In cities where people live side by side but rarely interact, we’re creating environments that encourage spontaneous conversations, shared experiences and a sense of belonging," says Bruno Bertelli, global CEO LePub, CCO LePub Worldwide. "By reactivating forgotten rooftops into accessible, social hubs, the campaign turns passive proximity into active connection, bridging the gap between physical closeness and emotional engagement. It shows solving urban disconnection does not always require new space, just new ways of using what’s already there."
The campaign launched in Seoul, a city of over 10 million people and one of the world’s most densely populated cities. Yet 53% of Seoulites surveyed feel the city is designed more for work than socialising, and 37% say social spaces are too few. Seoul, however, has one of the highest proportions of flat rooftop space among global cities, much of it painted green.
To bridge the gap between proximity and connection, Heineken transformed neglected rooftops with a series of events curated by some of Korea’s top creatives.
"We chose to revive these rooftops in Seoul, creating new, vibrant spaces for people to come together," says Nabil Nasser, global head of Heineken & Amstel Brands. "While rooted in Seoul, we see this as a model for urban spaces worldwide to foster genuine social connection in an often isolating, busy world."
Locations were revealed through satellite imagery, marking idle urban spots with Heineken’s red star. Seoulites hunted these stars to discover rooftops transformed into lively venues for conversation, experiences and, naturally, cold beer.
Over 8,000 applied to join events featuring DINO of K-Pop group Seventeen, artist Cha Inchul’s design workshop, and chef Cho SeoHyeoung’s interactive tasting sessions. These experiences grounded the campaign in uniquely Korean culture, blending global ideas with local flavour.
"From above, urban landscapes look connected and full of potential, but many spaces remain overlooked at street level," says Bertelli. "We wanted to bridge this disconnect by using technology to help people rediscover what’s around them."
Seoul’s green rooftops were a perfect fit, aligning naturally with Heineken’s brand values of refreshment and renewal. The red star symbolised possibility, turning forgotten spaces into hubs of connection.
"By revealing locations via satellite, we sparked intrigue and encouraged people to look up, explore and reconnect with their city," Bertelli adds. "Using tech to ignite real-world gatherings, we flipped the script, turning digital tools into gateways for human experience. Sometimes, a new perspective alone can transform isolation into connection."
Inspired by the traditional Korean wooden platform for outdoor socialising, Pyeong-Sang, each rooftop event introduced a modern red-starred parasol equipped with an icebox and Bluetooth speakers, blending tradition with contemporary community spirit.
Storytelling was central. Collaborating with aerial photographer Tom Hegen, the campaign's visuals told a deeper story of urban renewal, “making the invisible visible,” and inviting audiences to see their city and social life in a new light. His work conveyed the campaign’s mission to revive overlooked spaces as vibrant social hubs.
"Tom’s unique perspective capturing the city and its transformed rooftops from above helped visualise the concept of connection on a grand scale, turning forgotten spaces into stunning works of art," says Bertelli. "His photography didn’t just document the events; it told a deeper story about urban life and renewal, making the invisible visible and inviting audiences to see their city and social life with fresh eyes."
Hegen's photography will be displayed as DOOH across Seoul in the coming weeks.
Balancing digital and real-life connections
Rooftop Revival builds on Heineken’s ongoing mission to foster social connection. Its April 2025 SocialOffSocials campaign tackled digital overload by encouraging people to disconnect from screens and rediscover authentic face-to-face interactions, reinforcing the joy of real-life socialising with or without phones, and often with a beer in hand.
The strong response to SocialOffSocials revealed city dwellers’ hunger for authentic, physical social spaces.
"It became evident that raising awareness alone wasn’t enough; people want real places to connect face to face," says Nasser. "This insight inspired us to create tangible spaces addressing urban loneliness and the shrinking social environments in productivity-driven cities. Rooftop Revival offers purposeful, shared experiences to foster belonging and community."
While Heineken’s recent campaigns prioritise in-person interactions, digital and social media remain key to their strategy.
L-R: Nabil Nasser, global head Of Heineken & Amstel Brands, The Heineken Company and Bruno Bertelli, global CEO LePub, CCO LePub Worldwide.
"We believe in balance," Nasser says. "Online connections matter and help spark conversations. But we encourage people to remember the importance of connecting in real life, embracing the realities of modern life."
With success in Seoul, Rooftop Revival could expand to other cities, amplifying its mission to transform overlooked spaces into social hubs.
For now, the impact of Rooftop Revival continues in Seoul with a limited-edition Red Star Pyeong-Sang giveaway, open for entries until 13 October on Heineken’s official website. The campaign’s ultimate goal is to create a lasting effect on social connection, ensuring it is much more than a one-off stunt.
"Our goal was never just events, but to spark a mindset shift in how people see and use their cities, reimagining overlooked spaces as places to connect," Nasser concludes. "This is part of a bigger vision of reclaiming space for human connection long after the events have ended. Wherever the place, we believe that small changes in how we use our cities can create significant opportunities for socialisation and togetherness, helping to bridge the gap between being physically close but feeling socially disconnected."
