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Gigs have changed a lot since smartphones came into the picture. From huge crowds dancing to music, to crowds of smartphones recording each second of every show. And artists hate it. Smartphones made gigs boring. So, Heineken made smartphones boring. The Hidden Message, made of billboards fitted with infrared lights, only visible through smartphone cameras, delivered an important message, encouraging concert-goers to put their phones away with The Boring Mode: an app that turns any smartphone boring without the distractions of social media.
