Heineken hides messages at music events around the world to encourage people to put away their phones in new global campaign via LePub
Heineken has hacked music events across the world to deliver a hidden message, encouraging people to minimise phone use on the dance floor and to be more present during memorable moments as part of a new global campaign ideated by creative agency LePub.
In the campaign Heineken teamed up with Silver Live Out Festival in Mexico and Amsterdam Dance Event in the Netherlands to install innovative technology that delivered the message via infrared lighting.
Invisible to the naked eye but revealed when people held up their phones to film the performance, attendees were encouraged to keep the moment in their memory, not on their phone. They could also download the “Boring Mode” app, designed by Heineken to make their smartphone less distracting. The goal was to prompt fans to put their devices away and fully experience the moment.
The hidden message worked leveraging the properties of infrared light, the system created an invisible-to-the-eye display, visible only when viewed through the phone’s camera and displayed in a seamless way, without the need to download external apps or web apps.
To help people facilitate good times with friends IRL, Heineken has launched The Boring Mode – an app that will turn any smartphone boring, blocking other apps, notifications and even the camera for a set period of time.
Heineken wants people to dial down technology so they can dial up their nights out. With The Boring Mode, people will be able to go back to basics – pixelating their cameras, blocking apps, and keeping the constant dings, buzzes and notifications at bay.
The launch follows a growing trend of performing artists and DJs asking fans to be more present in the moment across tours, festivals and club nights this summer.
Scottish DJ and producer Barry Can’t Swim said “I’m all in favour of The Boring Phone and Boring Mode, Heineken have created. When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me. With live music, of course you are more present and immersed if you are giving it your full attention, rather than taking a video on your phone. And without phones, the energy is definitely different – people are more connected on the dancefloor.”
But it’s not just artists that are craving digital disconnection, in recent years there has been a growing trend of consumers, particularly Gen Z’s and Millenials, wanting to tune out from their phones so they can tune in to what is happening right in front of them.
Over a third (35%) of Gen Z and Millennial smartphone users across the UK, US and the Netherlands said they check their phones more often than they should when socialising and six in ten (60%) think they’d enjoy music events more if they could disconnect from their device.
Two fifths (41%) said they find it frustrating to see a crowd of phones in the air when out at a gig or concert. More than half (55%) admitted that they had prioritised capturing a video of a performance rather than being present in the moment, even though 13% also said they rarely watch back the videos they capture anyway.
The Boring Mode is being launched in response to the incredible demand for The Boring Phone – a collaboration between Heineken and Boston streetwear curators, Bodega. When the limited- edition Y2K inspired flip phone (designed to do absolutely nothing but message and call) was launched earlier this year, more than 70,000 people tried to get their hands on one.
Heineken has also made the hidden infrared technology used publicly available for any artist to be able to download and implement at their live shows.
Says Nabil Nasser, global head of Heineken: ”’Today it feels like tech always comes first, leaving the enjoyment of real life in second place. While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us. At Heineken®, we want to foster moments of genuine connection to enable a more rewarding social life. When we launched The Boring Phone earlier this year, demand was huge but only a limited number were made. So, we hope the launch of The Boring Mode helps even more people take a step back from taking photos for posting on social media, and instead look around to enjoy what’s right in front of them. After all, there is more to your social life, when there is less on your phone.”
Says Bruno Bertelli, global CEO LePub and CCO Publicis Worldwide: “The essence of this tech-driven initiative is to redefine the concert experience, creating spaces with no distractions where people can authentically live the moment and immerse themselves in the magic of live music. By leveraging creativity and innovation, such as Heineken’s collaboration with Silver Live Out and ADE, we transformed phones into tools for deeper connections. Celebrating the power of music, the Boring Mode app aims to bring people together in meaningful ways and give socialising the quality it really deserves.”
HEINEKEN Global
Sr. Director Global Heineken Brand: Nabil Nasser
Heineken Global Communication Director: Daniela Iebba
Heineken Global Digital Director: Rob van Griensven
Heineken Global Communication Manager: Guilherme de Marchi Retz
Heineken Global Head Digital Consumer Innovation: Natacha Volpini
Heineken Global PR Lead: Jonathan O’Lone
Heineken Global Brand PR Manager: Joseph Brophy
Heineken Global Business Specialist: Colleen Muller
LE PUB
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Eoin Sherry
Executive Creative Director: Felipe Ferreira
Executive Creative Director: Gaston Soto
Creative Director:Corina Patraucean
Creative Director: Rainor Marinho
Creative Director: Marie Poumeyrol
Head of Art: Andrea Ferlauto
Associate Creative Director: Valentino Borghesi
Associate Creative Director: Geo Joseph
Art Director: Christopher Jones
Art Director: Flavia Conti
Copywriter: Cristiana Candido
Junior Art Director: Peter Sjo
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Eleonora Botta
Global Head of Creative Technology: Mauro Mazzei
Head of Digital Production: Vittorio Cafiero
Digital Producer & Project Manager: Kejsi Haxhi
Chief Strategy Officer: Sol Ghafoor
Global Client Service Director: Shirine Aoun
Global Client Service Director: Ilaria Castiglioni
Account Director: Rossana de Rosa
Account Director: Gonzalo Gutierrez
Account Executive: Candida Franchi
Account Junior: Clara Boggia
Chief Production Officer: Francesca Zazzera
Head of TV Production: Anna Sica
Post-Producer: Margherita Fonseca
Editor: Claudio Roveda
Videomaker: Tommaso Bianchi
Production House Amsterdam: Bandit Productions
Producer: Lio Dijkman
LE PUB MX
Chief Creative Officer: Aldo Rámirez
Chief Creative Officer: Ricardo Aviles
Creative Director: Marco Garcia
Creative Director: Juan Pablo Balcazar
Art director: Nestor Franco
Senior Copywriter: Pedro Pablo Bergelund
Managing Director: Almudena Blanco
Account director: Nataly Gañan
Senior Account Supervisor: Daniela Peridgón
Production Director: Roberto Collazo
Production Manager: Lizeth Torres
Productor: Ana Galván
Productor: Lizeth Pérez
THE ROMANS
Director: Kate Brazier
Senior Account Directors: Sophie Lambert-Russell, Andy Ruscoe