Miguel Ramirez
Today Grammy-nominated DJ Armin van Buuren announced a new partnership with Heineken, seeking to challenge his fans to stay in control whilst having a great night.
The global campaign, called “Dance More, Drink Slow”, delivers a powerful responsible drinking message in a new, compelling way. It focuses on making moderate drinking an aspirational behaviour when enjoying a night out, highlighting the importance of staying in control.
At the centre of the ‘Dance More, Drink Slow’ campaign is a new Armin van Buuren track called “Save my Night”, which encourages and celebrates moderation during a night out.
The ‘Dance More, Drink Slow’ campaign will also be brought to life through “The Experiment”, a film featuring Armin van Buuren. The social experiment focuses on two separate nights out in the same club with the only difference being the DJ. The film demonstrates the influence a DJ has on consumers to change their behavior to dance more and consequently drink slow.
“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.” says Armin van Buuren.
[radium_embed_video title=”Heineken The Experiment” link=”http://youtu.be/WRup4Xk7uKE” size=”” fullwidth=”no” lightbox=”no” thumbnail=””]
