Hidden Message

Heineken has launched an innovative campaign aimed at encouraging people to minimise phone use at music events, promoting a more immersive, present experience. Created by agency LePub, the campaign was activated at major festivals, including Mexico's Silver Live Out Festival and the Amsterdam Dance Event in the Netherlands, using cutting-edge infrared technology to deliver hidden messages to attendees.

These messages, invisible to the naked eye, were only revealed when fans held up their phones to film the performances. The infrared display prompted users to keep the moment in their memory instead of on their phones. The campaign also introduced "Boring Mode," an app designed to make smartphones less distracting by blocking notifications, apps, and even the camera for a set period, giving users the chance to fully engage with their surroundings.

Heineken's initiative comes in response to a growing trend among artists and fans alike, calling for digital disconnection at live music events. DJs and performers, like Scottish DJ Barry Can’t Swim, have embraced the idea, noting that being phone-free creates a more connected and energetic atmosphere on the dance floor.

Consumer research further supports the campaign's ethos. Over 35% of Gen Z and Millennial smartphone users admit to checking their phones too often while socialising, with 60% saying they’d enjoy music events more if they could disconnect from their devices. A significant 55% admitted prioritising capturing videos at concerts, though many rarely watch them back.

Earlier this year, Heineken launched the limited-edition "Boring Phone," a Y2K-inspired flip phone designed to do nothing but call and message, which saw overwhelming demand. The Boring Mode app is a follow-up to this initiative, offering a free, more accessible way for people to dial down their tech use and dial up their real-world experiences. Heineken has also made the infrared technology used in the campaign available for artists to implement at their own shows.

Heineken Global Head Nabil Nasser explains, "While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us... The Boring Mode helps people take a step back from capturing moments for social media and instead enjoy what’s right in front of them."

The Boring Mode app is available for free on iOS and Android platforms, inviting people to reconnect with the present at music events and beyond.