Dance more drink slow

A multi-media campaign taken to new levels.  Armin Van Buuren, who has recently  captured the top debut on Billboard’s Dance / Electronic Albums chart is teaming up with Heineken in a project which breaks down more than a few doors and it also takes the chance to present his latest release Save my Night.

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This 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.   And it does it in a non-patronising, way which is a refreshing change from what we so often get.

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It focuses on the benefits of dancing more, and enjoying the moment.  The benefits of not binge drinking are the logical conclusion from there.

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You can have a lot of fun without being silly.

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The film.  This campaign will be brought to you through “The Experiment”, a film featuring van Buuren.  This 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 slowly. “The Experiment” assesses the exciting possibilities that naturally occur on a night out when drinking responsibly.

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‘The Experiment film shot on location in Miami over two separate nights. Although the party go-ers were different across the two nights and were unaware of the filming, all other variables were exactly the same.

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It is all so logical.  Provide the right environment, encourage dancing, play some decent music and people will respond in the right way.  And they will have had a better night out at the end of it.

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Enjoy.