Heineken and DJ Barry Can’t Swim kick off ADE with secret message; “Keep the moment in your memory, not on your phones”

Research shows that 64% of respondents believe they would enjoy music more if they turned off their phones.

Just before Barry Can’t Swim’s set began, the atmosphere built up; the lights dimmed, and the energy in The Loft was palpable. At that moment, all attendees took out their phones to capture the arrival of the popular DJ—a phenomenon seen everywhere at concerts and live performances. What the audience didn’t know was that Heineken and Barry Can’t Swim had a special message planned, which was invisible to the naked eye but could be seen through the camera lens of their phones. Thanks to an innovative infrared technique, the text “Keep the moment in your memory, not on your phone” appeared simultaneously on all phone screens. A powerful visual statement that urged attendees to truly experience the music and the atmosphere around them, without distractions from their phones.

Els Dijkhuizen, marketing director of Heineken Netherlands, says: “With this activation, we want to encourage festival-goers to enjoy the music and the atmosphere around them more consciously. By putting their phones away for a moment, they can truly immerse themselves in the moment, make connections, and toast with the people around them. That’s what makes ADE so special.”

Enjoying Music More Without Phones

Heineken and ADE aim to provide the ultimate experience during ADE. Recent research shows that phones often obstruct this experience. 81% of respondents admit to regularly catching themselves mindlessly scrolling or checking their phones during social moments. While 62% mainly use their phones to take photos and videos, a significant portion of respondents indicates that this negatively affects their enjoyment of social situations. For example, 50% say their smartphones hinder them from truly being in the moment.

Awareness of this issue is growing: 73% have tried to use their phones less to be more present. Notably, 64% are convinced that they would enjoy live music more if they let go of their phones and focused entirely on the experience.

Boring Phone

At the end of the evening, attendees of the opening party in The Loft also received the Heineken® Boring Phone. The name says it all—a phone that doesn’t allow you to do much more than call and text. The same research indicates that 47% of respondents would leave their smartphones at home more quickly if they had a simpler device.

Scottish DJ and producer Barry Can’t Swim commented on the initiative: “I’m all for the Boring Phone that Heineken has come up with. When I heard about the new ‘anti-smart’ phone concept, it struck a chord with me. With live music, you are naturally much more present and immersed when you give it your full attention, instead of making a video on your phone. And without phones, the energy is certainly different—peopleare more connected on the dance floor.”

Chance to Win an Exclusive ADE Pro Pass and Boring Phone

To help attendees immerse themselves even more in the music, Heineken will offer festival-goers the chance to win an exclusive Pro Pass and a Boring Phone tomorrow, Thursday, October 17. The Pro Pass grants winners access to the full day and night program of ADE. The Boring Phone is designed to help them truly enjoy the festival without constant distractions. Curious about where to find this pass and phone? Keep an eye on HeinekenNL’s socials tomorrow morning for hints and experience ADE in a unique way.