Hidden Message ~ Heineken

DATE
October 2024

CLIENT
Heineken

PROJECT
Activation
Technology

Keep the moment in your memory not on your phone.

In a world where smartphones often steal the spotlight, Heineken hijacked major music events to reclaim the magic of live performance.

With the “Hidden Message” activation, the brand sought to remind concert-goers of the joy of being fully present. By encouraging people to put their phones away, Heineken aimed to foster genuine connections and create memorable moments that resonate beyond the screen.

At the heart of this activation was innovative infrared technology that delivered a hidden message, invisible to the naked eye. Only visible through smartphone cameras, this captivating approach drew attendees into the experience, urging them to engage with the music and each other rather than focusing on recording the moment.

When users captured the hidden message with their phones, they were prompted to download “The Boring Mode” app. This app empowers users to temporarily disable notifications, block distracting apps, and limit camera access, allowing fans to immerse themselves fully in the concert atmosphere without digital interruptions.

Debuting at major events like the Silver Live Out Festival in Mexico and the Amsterdam Dance Event, “The Hidden Message” became a focal point of the experience. By blending seamlessly into these dynamic environments, Heineken reinforced its commitment to enhancing social interactions, proving that the best memories are made when we truly connect with those around us.

~ All Projects

01 / Pub Museums ~ Heineken

02 / Hidden Message ~ Heineken

03 / Boring Phone ~ Heineken

04 / WASTECARE™~ Aizome textile

05 / Aizome ULTRA™ ~ Aizome textile

06 / Eternal ~ MediaMonks

07 / Freedom Grams ~ AROYA

08 / Adc Beats ~ ADC Germany

Pub Museums ~
Heineken

Hidden Message ~
Heineken

Boring Phone ~
Heineken

WASTECARE™ ~
Aizome textile

Aizome ULTRA™ ~
Aizome textile

Eternal ~
MediaMonks

Freedom Grams ~ AROYA

Adc Beats ~ ADC Germany