Heineken Promotes Mindfulness at Amsterdam Dance Event with Innovative Infrared Technology

Heineken‘s technology, through infrared lights, is only visible on cell phone screens when people point the device’s camera to record a show.

The Amsterdam Dance Event and beer brand Heineken have joined forces to encourage people to reduce the use of cell phones at this year’s 24th edition of the event, which kicked off on Saturday in Amsterdam, the Netherlands.

During the “Barry Can’t Swim” DJ set at the opening of the event, Heineken used a special technology that transmitted a message through infrared lights, invisible to the naked eye but revealed when a load was held -attend their phones to film the event, reports GlobeNewswire.

In the hidden message, which can only be seen on cell phone screens, people were encouraged to put away their smartphones to remember the moment, not on their cell phone.

Heineken’s technology, which was also implemented at the Live Out Festival in Mexico earlier this month, is part of a wider campaign by the brand which aims to encourage people to be live in the present and develop a live music experience.

In addition to being present at these festivals, Heineken also launched the application “The Boring Mode”, which, when activated on smartphones, reduces distractions by suspending calls and barring other claims. Users can therefore fully immerse themselves in each moment and focus on the experiences.

“Today it seems that technology always comes first, leaving the joy of life second. While technology gives us unlimited resources, it also comes at the cost of not being able to stop and accept what is happening around us. At Heineken, we want to encourage moments of true connection to enable a more fulfilling social life,” says Nabil Nasser, global head of Heineken.