Heineken Launches New Global Responsibility Campaign
Today, Heineken officially announces the launch of ‘Dance More, Drink Slow,’ a partnership with world-famous Dutch DJ Armin van Buuren to make moderate consumption aspirational.
The movement, socialized as #DMDS, is the natural progression of Heineken’s belief that one should always be ready to maximize what the night brings. The movement is brought to life through “The Experiment,” a film debuting today, featuring van Buuren and under the direction of Philip Andelman – who has worked with Beyoncé, Rihanna, Jay-Z, John Mayer and Lenny Kravitz.
“The Experiment” showcases a social experiment with ordinary “club goers” and focuses on two separate nights out in the same Miami club. The only difference is the DJ. “The Experiment” (found here: YouTube) demonstrates that when people take the focus off drinking, they will actually dance more and have a better night. It looks at the natural energy that can be created on a night when in control, and features another element of the “Dance More, Drink Slow” movement, a new track from van Buuren – “Save My Night.”
