Campaign was created by LePub presented “The Boring Phone” which offers only the basics of a phone
Heineken and Bodega have teamed up to present “The Boring Phone”, which aims to encourage people to put their cell phones aside to enjoy real life.
The campaign, made up of a series of videos, presents the device which is limited to offering only the basics of a phone, which is sending and receiving calls and messages. The pieces were created by LePub and had the support of Dentsu Redstar and The Romans.
“We would all like to take a break from the constant distractions of smart technology. When we spoke to Gen Z and Millennial consumers, we quickly realized that many felt they were habitually distracted when socializing with their devices, but also admitted that they didn’t want to be completely phone-free. In creating The Boring Phone, we went back to basics, stripped down the technology to help people truly connect over a beer, without any distractions from the constant buzzing and ringing,” said Nabil Nasser, global head of Heineken.
The device was launched this Thursday (18), during Milan Design Week, at a party designed to show people that they enjoy life’s moments more when they use their phone less.
In addition, an application will also be launched that will “transform” smartphones into “Boring Phones”. The campaign will follow a global rollout with launches in Brazil, Mexico and Germany throughout the year.
“Heineken has always stood by the importance of socializing, recognizing the value of genuine connections in a society immersed in technology. The introduction of The Boring Phone isn’t just about disconnecting from cell phones; it’s about prioritizing authentic interactions,” added Bruno Bertelli, global CEO of LePub and CCO Publicis Worldwide.
