Home » Heineken & Bodega launch “The Boring Phone”, the phone that couldn’t be more boring

Heineken & Bodega launch “The Boring Phone”, the phone that couldn’t be more boring

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Heineken & Bodega launch “The Boring Phone”, the phone that couldn’t be more boring

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In an era where smartphones are an obligatory appendage, increasingly technological and with a “wow” effect, the unexpected collaboration between HMD Global, the manufacturer of Nokia phones, and Heineken brings attention back to a retro device: “The Boring Phone”, the mobile phone capable of doing only the essentials. A nostalgic branding exercise, which promises to reconnect users with authentic real-life experiences, far from the distractions of compulsive scrolling and notification slavery.

Presented during the Milan Design Week, “The Boring Phone” is a transparent clamshell phone with a minimalist design that evokes retro reminiscences. With a 0.3 megapixel camera, a 2.8-inch QVGA screen inside and a 1.77-inch external display, this device takes a step back in time, offering only essential features such as making and receiving calls, sending text messages and, surprisingly, playing the classic Snake game. No access to social media or applications that distract attention from the present.

Heineken & Bodega lanciano “The Boring Phone”

Photogallery8 foto


The project is the result of an unusual partnership between HMD Global, Heineken and Bodega, a Boston streetwear brand. The declared objective is to promote greater connection with the people around us, moving us away from “scrolling” habits and the constant temptation to check notifications on our smartphones.

«Heineken – comments Bruno Bertelli, global CEO LePub and cco Publicis Worldwide – has always supported sociality, recognizing the value of genuine connections in a society permeated by technology. This approach was constantly told in the creative choices and treatments. The introduction of the ‘Boring Phone’ is not intended to push people to disconnect from smartphones, but to underline the importance of giving priority to authentic interactions. Creatively exploiting the newfound interest in the Y2K aesthetic as well as the pixelated style, the campaign brings back the appeal of ‘dumbphones’. Fusing nostalgia and innovation to embrace screen-free interactions, ‘The Boring Phone’ invites you to immerse yourself in a journey to rediscover the power of human connections.” “The Boring Phone” will not be for sale to the public, but will only be made available through giveaways and social media competitions, with a limited run of just 5,000 units. An app will be launched in June that will turn any smartphone into a “dumb” device to give those who can’t get the device the same experience as the Boring Phone.

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