Heineken in collaboration with fashion company Bodega has launched ‘The Boring Phone’. The limited series of “flat” phones, specifically created to have reduced technological capabilities and to encourage people to enjoy better experiences in real life, especially on nights out, by disconnecting from their smartphones.
With smartphones becoming so advanced and user-friendly, it’s easier than ever to connect to the online world, but harder to stay in the real moment. Produced by Human Mobile Devices (HMD), the ‘Heineken x Bodega Boring Phone’ eliminates the distractions of today’s smartphones.
Designed to provide the basics needed for a great night out, the phone’s main function is to send and receive calls and texts. The phone’s clear case and holographic stickers draw inspiration from Gen Z’s love of Newtro fashion and design and are reminiscent of cell phones from the early 2000s.
“At Bodega, we see ourselves as a vehicle to connect culture and young people, so when Heineken approached us to collaborate on a project designed to do just that, we were excited to get involved. Even though we grew up surrounded by technology, we Gen Z and Millennials now recognize that our dependence on our phones is affecting our ability to make real, real connections,” said Oliver Mak, co-founder of Bodega.
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With the modern trimmings removed, the phone is unable to download social media or other apps that impede the person’s presence. It also has a week of standby time and up to 20 hours of talk time. Heineken and Bodega embarked on this partnership in response to the global trend of Gen Z consumers wanting to detox from their smartphones.
The co-collaborators launched ‘The Boring Phone’ at Milan Design Week, Italy, with a special party aimed at showing people that there’s more to your social life than your phone. After that, devices will be donated to partygoers around the world so they can disconnect, reclaim quality time with friends, family and loved ones and enjoy their nights out.
“We would all like to take a break from the constant distractions of smart technology; something our research showed is even more important for Gen Z and Millennial consumers. When we spoke to them about their smartphone use, 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. At Heineken, we want to foster moments of genuine connection and help people experience the joy of true togetherness. In creating The Boring Phone, we went back to basics, stripped down the technology to help people truly connect over a beer, without any distraction from the constant buzzing and ringing,” comments Nabil Nasser, global head of Heineken.
An application that will make smartphones boring will also be launched in June to serve those who are unable to have the physical device and the ‘Chato Telephone’ experience. The campaign will follow a global rollout with launches in Brazil, Mexico and Germany throughout the year. To support the launch, Heineken conducted an in-depth analysis of young adults’ attitudes towards smart technology.
The report reveals:
• 90% of Zillennials in the UK and US confess that they scroll while socializing with friends and family, checking their devices an average of seven times on a night out.
• Two-thirds admit to checking social media (62%) when they go out with other people, while more than a third (36%) admit to checking work emails. Three in ten (30%) also revealed that they sneakily gamble instead of engaging with family and friends at the moment.
• More than a third (37%) think they check their phones more often than they should when socializing.
• 32% admit they would like to be able to turn off their phones when they go out at night.
• Encouragingly, one in five (22%) say they now turn off their phone or leave it at home before social occasions and a further two in five (38%) say they would consider doing so.
The ‘Heineken x Bodega Boring Phone’ campaign was created with creative agency LePub and supported by global PR agency The Romans and media agency Dentsu Redstar.
“Heineken has always positioned itself in relation to the importance of socialization, recognizing the value of genuine connections in a society immersed in technology. This approach has been consistently demonstrated in his creative treatments. The introduction of The Boring Phone isn’t just about disconnecting from cell phones; it’s about prioritizing authentic interactions. It empowers individuals to reclaim their social lives and drive engagement in every shared moment. By creatively harnessing the resurgence of Y2K aesthetics and pixelated style, the campaign brings back the appeal of dumb phones. Combining nostalgia and innovation while embracing screen-free moments, The Boring Phone invites you on a journey to rediscover the power of human connection,” says Bruno Bertelli, Global CEO of LePub and CCO Publicis Worldwide.
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