In Finland — birthplace of mobile culture — screen fatigue had become a national habit. Phones connected everyone but no one, and Heineken 0.0 needed to prove its promise of real connection in a fast-growing, highly competitive market with limited spend.

Instead of telling people to log off, we built a mobile plan that helped them do it. HeiMobile — the world’s first SIM plan from a beer brand — sent playful nudges and real-world perks via SMS, inviting users to put their phones down and enjoy time with friends. The phone became both the message and the reward.

Creators unboxed “offline kits,” festivals hosted Heineken “phone parks,” and earned media ran with the paradox — a mobile plan telling you to use your phone less. The result: behaviour change you could see, headlines you couldn’t miss, and a witty proof that less screen time can still mean more connection.

Agency: United Imaginations
Art Director: Johanna Vierimaa