Heineken and Bodega: The Boring Phone will soon be available in Italy

Saturday nights have always been synonymous with fun and entertainment, but often technological distractions stifle the magic of those moments. After conducting in-depth research on young people's approach to technology, Heineken and Bodega have collaborated on a partnership designed to rediscover the pleasure of genuine human connections, a novelty that took shape for the first time during this Milan Design Week. With the launch of the new global campaign The Boring Phone, Heineken and Bodega unveiled a limited series of "dumb phones", designed to refocus attention on real connections and offline experiences. In an era where smartphones seem increasingly capable of entertaining and distracting, these new devices, developed by HMD (Human Mobile Devices), strip down technological functions to a minimum, allowing only calls and text messages to encourage moments of authentic sharing among friends. Over two unique evenings, Heineken then invited the Design Week audience to The Offline Party at the Teatro Alcione in Milan, a party with music and DJ sets that colored the entire day into the late night to celebrate the new campaign with the brand community.

Milan Design Week provided the perfect setting for the debut of Heineken and Bodega's new initiative. During The Offline Party, the digital frenzy that often engulfs younger audiences gave way to a desire for more genuine connections. The unveiling of The Boring Phone captured the attention of those longing to return to living in the present moment without the constant interruptions of smartphones. According to research commissioned by Heineken regarding smartphone addiction, today's youth are increasingly aware of the need to disconnect. In the UK, the US, and Italy, data confirms that most young people spend time checking their phones even during social gatherings, although there is also a significant shift in habits: an increasing number of young people are actively seeking to limit smartphone use during socializing. This is exactly the main focus of Heineken and Bodega's new project, to build a space for young people to abandon screens and social media for distraction-free fun, a tangible alternative for all those who feel the need to fully enjoy the experiences life offers.

Nabil Nasser, Global Director of Heineken®, expresses the desire to promote the importance of authentic offline moments, emphasizing the value of sharing a beer with friends without the continuous distractions of smartphones. «As Heineken®, we aim to promote the importance of authentic offline moments, helping people rediscover the joy of being together. By creating The Boring Phone, we've gone back to basics, we've reduced the technology's functionalities to encourage people to experience real connections over a good beer, without the constant distractions from notifications». Similarly, Oliver Mak, co-founder of Bodega, shares Nasser's vision regarding the importance of refocusing attention on real connections, and adds: «Since smartphones are so interesting, we wanted to find a way to design one that wasn't. To create the 'Boring Phone', we were inspired by the 'Newtro' trend, reinterpreting a cultural icon of the past that some Zillennials may never have known».

Following its debut at Milan Design Week, some models of the limited edition The Boring Phone will be distributed in Italy to further spread the message promoted by Heineken and Bodega. Throughout 2024, the devices will be available in various markets, offering a wider audience the opportunity to embrace a less technology-dependent lifestyle. Additionally, for those who wish to experience The Boring Phone without owning a dedicated device, an application that will turn any smartphone into a "dumb phone" will be launched in June, allowing everyone to enjoy the benefits of temporary disconnection. Not just an innovative product, but a symbol of the fight against technological addiction and the pursuit of more genuine human connections, The Boring Phone highlights the evolution of digital society and its need to take a step back, an encouraging project that challenges the status quo and promotes a more balanced approach to smartphones and less positive "connections”.