SUSTAINABILITY
The Boring
Phone by HMD and Nokia , in collaboration with Heineken and Bodega
“ Heineken sees people in bars where they mingle with their friends , but they ’ re sitting on their phones all the time ”
LARS SILBERBAUER CMO , HMD & NOKIA PHONES
“ I wouldn ’ t say I ’ m ‘ consumer focused ’ because I hate the term ‘ consumer ’, as it ’ s just numbers and stats and people who give us money ,” says Lars . “ Instead , we talk about humans , we talk about people , we talk about how we solve human needs . That ’ s why we also rebranded HMD as Human Mobile
Devices , which is a very important point in the whole journey .”
25 years on from the release of the Nokia 3210 , a lot has changed at HMD and Nokia .
Lars is proud of the way that they have been able to radically change marketing . mobile-magazine . com 109