Publicis Groupe’s LePub created the campaign, with support from PR agency The Romans and media agency Dentsu Red Star. 

Helping Gen Z switch off

The work follows a global trend of Gen Z consumers wanting to detox from their smartphones. A recent study commissioned by Heineken and conducted by OnePoll reveals how technology is distracting young adults from meaningful engagements. 

For instance, 90% of Gen Zers and millennials in the U.S. and U.K. confessed to doom scrolling while socializing with friends and families, checking their devices an average of seven times on a night out. 

Two-thirds of respondents admitted to checking social media when hanging out with others, while over a third (36%) said they checked work emails. But 32% said they would like to be able to switch off from their phones while on a night out. 

It made sense for Heineken and Bodega to collaborate on this project, because while the beer brand is about “championing a more rewarding social life,” the retailer “specializes in revealing hidden treasures and inspiring those who seek more from the ordinary,” said Bruno Bertelli, global CEO of LePub and chief creative officer of Publicis Worldwide. 

“The Boring Phone isn’t just a product; it’s a cultural statement—a must-have item that stands out in the crowd, sparking conversations and bringing a sense of collectability,” Bertelli said. “It’s about catalyzing a cultural shift towards not missing out on an exciting social life.”

Heineken has a history of using its marketing campaigns to foster social connections. In 2022, with “The Closer,” the beer brand challenged the rise and grind culture of working late by creating a bottle opener that puts laptops into sleep mode.