Heineken x Bodega
The Boring Phone
There’s more to social life
when there's less on your phone.
BACKGROUND
Smartphones are amazing. Maybe a bit too amazing for social life. That’s why there’s a growing trend of digital detoxication. It seems that social life was more interesting, when phones were more boring.
THE IDEA
Heineken, a brand all about the refreshing power of socializing, presents The Boring Phone. A phone designed with less, so people can enjoy social life more.
Without almost any feature,
but with all you need for social life.
The Boring Phone comes without any smart functionality, but it has some special features designed specifically to improve social life. From Quick Snake, a bespoke version of the iconic Nokia game that ends immediately after hitting the first star, to a camera that captures everything in low definition, to an email app that can't fit even a single email.
Smartphones are too interesting.
That's why you need The Boring Phone.
The Boring Phone was launched with a global campaign shot by acclaimed director Rollo Jackson celebrating how all the moments where smartphones are distracting us from the best social life would be much better with a Boring Phone.
Dropped at Milan Design Week.
The Boring Phone was launched at Milan Design Week, the biggest design festival in Europe, gathering thousands of people from all over the world, with a special no-phone event where the public could have a sneak peak and try the phone before the official drop in June.
With 24.000 sign-ups for the drop in the first hour, 7.1 billion in earned media, being featured on the biggest media outlets like Wired, Fast Company, Vogue, GQ, Hypebeast, Highsnobiety, The Guardian and others from 113 countries all over the world, The Boring Phone was the brand's most talked about campaign to date.
Awards
Cannes Lions - 2024 - Shortlist - Brand Experience and Activation
London International Awards - 2024 - Silver - Design: Direct Marketing
London International Awards - 2024 - Silver - Design: Zeitgeist
Golden Drum - 2024 - Silver - Design
Golden Drum - 2024 - Bronze - Design