Sonder Awareness Campaign: When Did Presence Become Rare?

Sonder Awareness Campaign: When Did Presence Become Rare?

As ADE 2025 approaches, Sonder is not just launching new features. We are launching a movement.

This October, we are introducing a city-wide awareness campaign to shine light on one pressing question: when did we become more focused on capturing moments than on actually living them?

We live in a time where being seen often matters more than being present. Where the best events are judged by how they look online. Where the dance floor has started to feel like a stage. And we believe it is time for a reset.

The Campaign: A Wake-Up Call for Our Generation

During Amsterdam Dance Event, Sonder will release a series of powerful short videos in collaboration with leading media platforms. These films are designed to provoke thought and challenge the way we experience nightlife.

They ask questions that are more relevant now than ever before:

Why do we feel the urge to film something instead of simply enjoying it? Why is it more important that others know where we are than that we fully enjoy being there ourselves? How free do you truly feel on the dance floor when you know someone might be filming you at any moment? What if you could be fully in the moment, and still receive beautiful content afterward?

This campaign is not just about criticism. It is about recognition. Many people feel it — the quiet discomfort, the pressure to perform, the fear of missing out, the desire to disconnect but not wanting to miss memories.

The Moment First, the Memory After

At Sonder, we do not reject technology. We believe in the power of content and the value of memories. But we believe the moment should come first.

Our solution gives you the freedom to live fully while still receiving amazing content afterwards.

You dance. You connect. You let go. We make sure the memories are captured and shared — without interrupting the experience.

This is how nightlife should feel.

Join the Movement

This ADE, we invite everyone to take part in the movement. Through real stories, artist voices, honest reflections and striking visuals, we want to start a conversation that is long overdue.

Presence should not be rare. It should be the default.

Keep an eye out for our campaign during ADE and across social media. And next time you step into a crowd, ask yourself:

Do I want to record this moment — or do I want to feel it?

You know the answer.

#WhenDidPresenceBecomeRare #SonderAwareness #NoPhonePolicy #ADE2025 #SonderMovement