The Boring Phone

Agency: LePub


Heineken® in collaboration with Bodega, US brand curator of fashion, design and counterculture, have launched ‘The Boring Phone’. The limited run of ‘dumb’ phones - specifically designed to have reduced tech capabilities - has been created to encourage people to enjoy better real-life connections on nights out by disconnecting from their smartphones.

With smartphones becoming so advanced and interesting to the user, it’s easier than ever to connect to the online world but harder to stay in the moment. Produced by European mobile innovator, Human Mobile Devices (HMD), the Heineken® x Bodega Boring Phone strips back the distractions of today’s smartphones. Designed to deliver the basics needed for a great night out, the phone’s primary function is to send and receive calls and text messages.

The phone’s transparent casing and holographic stickers draw inspiration from Gen Z’s love of Newtro fashion and design and are reminiscent of mobile phones of the early 2000s. With modern-day frills removed, the phone is unable to download social media or other apps that take away from being present. It also has a handy week of standby time and up to 20 hours of talk time.

Heineken® and Bodega have embarked on this partnership in response to the global trend of Gen Z consumers wanting to detox from their smartphones*. The co-collaborators will launch The Boring Phone at Milan Design Week on Thursday 18th April, with a special party designed to show people that there is more to their social life when there is less on their phone. Following this, devices will be given away to revellers around the world, so they can disconnect, reclaim quality time with friends, family and loved ones, and dial up their nights out.

An app that will turn smartphones boring will also be launched in June to give those who don’t manage to get their hands on a physical device the ‘Boring Phone’ experience. The campaign will follow a global rollout with launches in Brazil, Mexico and Germany throughout the year.

To support the launch, Heineken® has conducted an in-depth look at young adults’ attitudes towards smart tech**. The report reveals:

• 90% of Zillennials across the UK and US confess to doom scrolling while socialising 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 hanging out with others, while over a third (36%) confess to checking work emails. Three in ten (30%) also revealed they sneakily play games instead of engaging with their family and friends in the moment.
• Over a third (37%) think they check their phones more often than they should when socialising
• 32% admit they would like to be able to switch off from their phones while on a night out.
• Encouragingly, one in five (22%) revealed they already turn their phone off or leave it at home ahead of social occasions and a further two in five (38%) say they’d 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.

This professional campaign titled 'The Boring Phone' was published in United States in April, 2024. It was created for the brand: Heineken, by ad agency: LePub. This Film medium campaign is related to the Alcoholic Drinks industry and contains 4 media assets. It was submitted about 1 month ago.


Campaign Name: The Boring Phone
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 Lead: Joseph Brophy
Heineken® Global Director Design, Global innovation team: Mark Van Iterson
HEINEKEN Italy Marketing Director: Jan Bosselaers
Heineken® Italy Marketing Manager: Myrsini Tsoukaki
Heineken® Italy Brand Manager: Larissa Koper
Heineken® Italy Brand Manager: Elena Bellini

Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Andrey Tyukavkin
Executive Creative Director: Eoin Sherry
Regional Executive Creative Director: Cyril Louis
Head of Art: Andrea Ferlauto
Creative Director: Corina Patraucean
Creative Director: Rainor Marinho
Global Creative Director: Jack Christensen
Creative Director Art & Technology: Sergey Mast
Associate Creative Director: Valentino Borghesi
Associate Creative Director: Geo Joseph
Associate Creative Director: Roberto Ardigò
Associate Creative Director: Rudy Zulkifly
Associate Creative Director: Yuste de Lucas
Art Director: Flavia Conti
Copywriter: Cristiana Candido
Art Director: Alejandro Gutierrez
Copywriter: Nikolay Malchev
Junior Art Director: Peter Sjo
Global Head of PR & Communication: Isabella Cecconi
Senior Digital PR Manager: Carol Verde
PR Manager: Eleonora Botta

Global Head of Creative Technology: Mauro Mazzei
Head of Digital Production: Vittorio Cafiero
Chief Strategy Officer: Sol Ghafoor
Culture and Insights Director: Monica Radulescu
Director of Comms Planning: Shane Roche
Strategy Director: Adam Lotz
Global Data Strategy Director, Data & Culture Lab: Ilko Petkov
Group Chief Innovation Officier: Charles Laporte Aust
Head of Experience and Innovation: Francois Rousseau

Global Client Service Director: Shirine Aoun
Global Innovation Client Service Director: Carmit Poleg
Group Account Director: Ilaria Castiglioni, Luigi Palma
Account Director: Rossana de Rosa
Senior Project Manager: Adriana Dinu
Digital Project Manager: Keefe Cordeiro
Account Executive: Candida Franchi

Chief Production Officer: Francesca Zazzera
Head of TV Production: Anna Sica
Producer: Matilde Bonanni
Post-Producer: Sabrina Sanfratello
Art Buyer: Caterina Collesano, Giorgia Bellondi
Production and Print Managers: Daniela Inglieri, Tina Paolella

Digital Film Production
Production Company: SOMESUCH
Executive Producer: Tash Tan
Producer: Emory Ruegg
Director: Rollo Jackson
Director of Photography: Nikita Kuzmenko
Georgia Service Co.: Radioaktive Shelter

Film Post Production
Editor: Fabrizio Squeo, Enrico Munarini
Color: Simone Grattarola @ TimeBasedArts
Post: Prodigious
Mix: Disc2Disc

Key Visuals Production
Photographer: Domingo Nardulli
Agency: AuraPhoto
Producer: Valerio Cordioli
Retoucher: MGCR Studio - Mattia Giani

Pixel Artist: Abueloretrowave: Cristian Aranda

Dentsu Redstar
Global Client Director: Kate Hinz
Global Strategy Director: Elio LaGrua
Global Strategy Director: Ricardo Lopez
Global Planning Director: Marie Boucaut
Global Strategic Planner: Laura Gutierrez
Client Director: Silvia Moroni
Strategy Director: Silvia Garagnani
Communication Strategist: Vittoria Fanticini
Leader: Cristina Profumi
Leader: Daniela Oppes

The Romans
Partner: Sophie Nicholson
Director: Kate Brazier
Associate Director: Olivia Bunting
Senior Account Director: Sophie Lambert-Russell


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