Heineken / Global / 2024Events & Sponsorship · Digital & Tech
The Hidden Message.
At music festivals, Heineken projected infrared messages only visible through phone cameras, telling filming fans to put their phones down.
- Brand
- Heineken
- Agency
- LePub
- Market
- Global
- Region
- Global
- Year
- 2024
The challenge
Many young concertgoers record shows instead of enjoying them.
The idea
Infrared lighting hid messages that were invisible to the naked eye but showed up on any phone screen pointed at the stage. Fans filming at events in Mexico and Amsterdam were prompted to live the moment instead, extending Heineken's Boring Phone platform.
Case study source: Activation Ideas Source ↗
