The brewer is teaming up with dance DJ Armin Van Buuren to promote the “Dance More, Drink Slow” responsible drinking initiative. The message is being pushed through a video, titled “The Experiment”, which shows two separate nights out in the same club to highlight how a good DJ can encourage people to limit their drinking in order to enjoy the music.
The video will be backed by a series of experiential stunts targeting young adults during their nights out in more than 20 countries.
Gianluca Di Tondo, senior global brand director at Heineken, says the brewer wants to create a “moderation movement” that offers a fresh look at “how we approach the single most difficult issue that affects our industry today”. It builds on Heineken’s “Sunrise” campaign, which launched in 2012, to provide a contrast to the negative anti-drinking ads pushed by other companies.
An Armin van Buuren track called “Save my Night”, created for the Publicis Worldwide-created campaign, is being made available for fans to download and share with friends.