Heineken and world famous DJ Armin Van Buuren are teaming up to dance off and drink responsibly. The "Dance More, Drink Slow" campaign targets young adults and encourages them to drink responsibly in a new, compelling way. Instead of binge drinking, the message focuses on moderate drinking and staying in control. The center of the campaign is built around Armin Van Buuren's exclusive track called "Save my Night".
The world-famous DJ is also the star of the campaign's short film, "The Experiment." The film shows two different nights in the same club and features two different DJ's. It demonstrates how the DJ by controlling what music gets played influences how much people spend time dancing or drinking. “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost," said Armin van Buuren in a statement. The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavior change. Drinking responsibly is an important issue and being able to use music, specifically the “Save my Night” track, to innovatively deliver that message directly to fans on the dance floor is unique.” The Experiment was shot at a real nightclub in Miami and was directed by Philip Andelman, who has also directed music videos for artist/clients such as Beyoncé, Rihanna, Jay-Z, and others. For more information on Heineken’s ‘Enjoy Drink Responsibly’ campaign, visit Heineken.com
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