With Over 1.2 Million Minutes Of Screen-Free Time, The Campaign Proved That Celebrations Are Best When Your Phones Take A Rest.
KUALA LUMPUR, 17 February 2025 – As a brand that champions refreshing social experiences, Heineken® led the charge against digital distractions this festive season—encouraging people to unplug from their screens and reconnect with what truly matters: real, meaningful connections.
Through its bold and innovative “Celebrate Boring” campaign, Heineken® welcomed patrons to step away from their screens, reclaiming an impressive 1,236,047.76 minutes—the equivalent of 858 days—of uninterrupted IRL time. This powerful initiative served as a reminder that Celebrations Are Best When Your Phones Take a Rest.
The campaign redefined our digital habits during festive celebrations, kicking off the year-end season with the Heineken® 404 Boring Meme Challenge to inspire connection and joy. Through the Heineken® 404 Boring Meme, the campaign reminded everyone to focus on reunion dinners, festive gatherings, and cherish moments with family and friends during Christmas, New Year and Lunar New Year—creating lasting memories and bonding over their favourite Heineken®.
Fans were encouraged to “go dark” on social media by sharing the meme and tagging
@HeinekenMY. Even iconic personalities such as Jane Chuck and Mark O’Dea embraced the challenge, leading by example as they temporarily logged off and inspired their followers to do the same. Participants were rewarded with exclusive invites to Heineken®’s Boring Social Parties, which celebrated the joy of disconnecting to reconnect.
The message was simple yet profound: when the phones go offline, real connections come alive.
The campaign expanded further during the festive season, beginning with the Heineken® Boring Brunch on Boxing Day, hosted with a unique flair by Saturday Selects. Guests were prompted to leave their phones at the door and without any distractions, they were immersed in moments of genuine connection over exciting activities—all perfectly paired with a crisp, expertly chilled Heineken®.
As the year came to a close, the Heineken® Boring Year-End Social on 29 December took the celebrations to another level. Amid an energetic scene curated by Motherchuckers, the event offered immersive experiences, feel-good music, and great company—with attendees enjoying a phone-free environment. It was a fitting end to the year, as digital distractions faded away, making room for moments that truly mattered—captured in timeless fashion with film cameras, embracing a touch of old-school charm.
Across pubs and bars nationwide, patrons embraced Heineken®’s message to Disconnect to Reconnect putting their devices aside to enjoy meaningful interactions over a refreshing Heineken®.
The impact extended far beyond the events as more people rediscovered the simple yet
refreshing joy of being fully present with friends and loved ones. By locking their phones in the designated Heineken® Phone Lockers, consumers embraced uninterrupted moments of connection—and Heineken® rewarded their commitment to IRL (in real life) interactions with an ice-cold, refreshing beer.
“At Heineken®, we believe that life is truly better when lived in the moment,” said Joyce Lim, Marketing Manager of Heineken® Malaysia. “In today’s fast-paced, digitally driven world, it’s all too easy to get caught up in endless scrolling. This campaign offers a refreshing change — reminding us to pause, put down the phone, and truly engage with those around us. The overwhelming response showed that people, especially Millennials and Gen Z, are eager for authentic, face-to-face connections. We’re thrilled to have created opportunities for these moments—with the refreshing Heineken® being in the centre stage to every new and shared festive experience.”
The “Celebrate Boring” campaign demonstrated that stepping away from screens is not just refreshing—it’s transformative. From phone-free brunches to unforgettable year-end parties, Heineken® reminded us that the true magic of celebrations lies in meaningful connections. By inspiring people to embrace the moment, the campaign proved one undeniable truth: Celebrations Are Best When Your Phones Take a Rest.
To know more and get inspired by Heineken®’s Celebrate Boring campaign, check the videos and photos on Instagram (@HeinekenMY) and Facebook (HeinekenMYS) and the campaign video at https://www.heineken.com/my/en/campaigns/festive
Heineken® and all these happenings are strictly for non-Muslims aged 21 and above. We’re all about being responsible — when you drive, never drink. Please #EnjoyResponsibly.
