Guinness launched a “Phones Down” campaign in 2014 to encourage people to put away their phones and focus on connecting with friends and family in person, especially during social gatherings like St. Patrick’s Day celebrations. The campaign aimed to remind people of the value of face-to-face interactions and the importance of being present in the moment.
As part of the campaign, Guinness created a series of print ads and posters featuring phrases like “Phoning It In”, “Time for a Real Connection”, and “Get Off The Grid, Join The Party”. These messages were meant to prompt people to reflect on their phone usage and prioritize personal interactions over digital distractions.
Additionally, the campaign included a social media component, where Guinness encouraged followers to share their own experiences of putting their phones down and engaging with others in real life. The brand also partnered with bars and pubs to promote the message of disconnecting from technology and reconnecting with others.
Overall, the “Phones Down” campaign was a creative and timely reminder for people to be more mindful of their phone usage and to prioritize meaningful connections with loved ones. It successfully highlighted the importance of being present in social settings and enjoying the moment without the distraction of technology.