HEINEKEN Italia
The Boring Phone
HEINEKEN Italia
The Boring Phone
Heineken® and Bodega’s The Boring Phone invites young people to rediscover the value of real connections
Through partnerships with top national media, we sparked a positive conversation with consumers, boosting Heineken®’s reputation and cementing its role as a bold advocate for real, meaningful social connections.
In a world increasingly ruled by technology and constant digital connection, teaching young people to use smartphones mindfully has become a vital challenge. Caught between endless notifications and infinite scrolling, younger generations risk losing sight of the actual value of social connection. To address this growing need, Heineken® and Bodega launched The Boring Phone — unveiled globally at Milan Design Week 2024 — turning it into a generational manifesto for anyone ready to reclaim their time, break free from digital addiction, and rediscover the power of authentic human connections.
The Boring Phone PR campaign allowed us to position Heineken® as an aspirational brand for Gen Z and Millennials, promoting authentic connections and encouraging offline moments. Our media hook? Exclusive data from a global survey on digital disconnection, commissioned by Heineken®, with a special focus on Italy. During the launch event, we unveiled the limited-edition prototypes of The Boring Phone, which were sent, along with a dedicated press kit, to a select group of top-tier journalists, sparking curiosity and media buzz. The campaign’s highlight was The Offline Party at Milan Design Week 2024, where we invited the media to experience an evening completely free from smartphones. With The Offline Experience and The Bars Tour, the campaign hit major music festivals and cities across Italy, sparking a cultural movement that urged young people to rediscover the connections that truly matter: human ones.
Silver Award Media Relation category
