Is boring better? The unconventional new campaign from Heineken is promoting a shift from phone-based chats to real-life interactions.

As the festive season approaches, Heineken is inspiring Malaysians to take a break from their screens and embrace genuine connections. The “Celebrate Boring” campaign, which champions the message “Celebrations Are Best When Your Phones Take a Rest”, is designed to encourage people to put their phones aside and focus on meaningful in-person interactions during the holidays.

A CAMPAIGN FOR REAL CONNECTIONS

Building on its global Boring Phone campaign earlier this year, Heineken brings the concept of “disconnecting to reconnect” to life through a variety of creative initiatives. These include digital activations, on-the-ground experiences, and a series of films promoting the value of face-to-face interactions.

Heineken Malaysia kicked off its festive campaign on November 18th with the message that life’s best moments are lived offline. From December 6th, the campaign expands with the Heineken 404 Boring Meme challenge. Consumers are invited to share the meme on their Instagram Stories and tag @HeinekenMY for a chance to win exclusive passes to Heineken’s phone-free Boring Social Parties.

‘BORING SOCIAL PARTIES’: IMMERSIVE, PHONE-FREE CELEBRATIONS

The Heineken Boring Social Parties, co-curated with Saturday Selects and Motherchuckers, will take place in December to celebrate Christmas and New Year’s Eve. These events are designed to immerse attendees in a distraction-free environment where phones are safely stored away, allowing guests to fully enjoy curated activities, music, and refreshing Heineken drinks.

“Phones Off, Night On,” another key activation of the campaign, will run from December 2024 to January 2025 in participating pubs and bars nationwide. Patrons can exchange their phones for a refreshing Heineken by locking their devices in designated Heineken Phone Lockers, encouraging uninterrupted quality time with friends and loved ones.

WIN THE HEINEKEN BORING PHONE

In a nod to the campaign’s theme, Heineken is giving fans the opportunity to win an exclusive Heineken Boring Phone, developed in collaboration with Boston-based streetwear curator Bodega. Stripped of social media and high-tech features, this minimalist phone is limited to calls and texts, reminding users that “less is more.”

To enter the contest, consumers must purchase a set or bucket of Heineken or two cans of Heineken 0.0 at participating bars and upload proof of purchase on Heineken’s campaign website. Winners will receive the unique device, designed to help users disconnect and experience life fully.

A TIMELY REMINDER

Joyce Lim, Marketing Manager – Premium at Heineken Malaysia, spoke on the importance of the campaign in today’s digital age: “Heineken believes that life tastes better when experienced in the moment. In a world filled with constant notifications, it’s crucial to unplug and engage with those around us. Especially for Gen Z and Millennials, who increasingly realize that life is best experienced in the moment. The campaign tagline, Celebrations Are Best When Your Phones Take a Rest, is not just asking people to look up from their phones; it is a reminder to be fully present and savour refreshing experiences with Heineken.”

To participate in Heineken’s festive campaign, visit the campaign website at heineken.com/my and follow @HeinekenMY on Instagram and HeinekenMYS on Facebook for updates.

As always, Heineken reminds all consumers to #EnjoyResponsibly and never drink and drive.

All photos courtesy of Heineken Malaysia.