In order to encourage more resposible drinking, Heineken has teamed up with internationally famous trance DJ Armin Van Buuren for it's "Dance More, Drink Slow" (#DMDS) Camgaign. The major message of the capaign is to demonstrate how you can still have a great night out while drinking in moderation and staying in control.
Armin van Buuren's new track "Save My Night" (released via Armada Music) is the soundtrack of "Dance More, Drink Slow". The song focuses on the importance of music and the DJ in nightlife. You can stream the track on Spotify here.
This is reinforced by a short film featuring Armin van Buuren, called "The Experiment", which shows the impact a DJ can have on crowd. When you watch the video (above) it shows that when there's a great DJ at the helm, a crowd will drink less and dance more. It emphasizes the importance of drinking in moderation and how you can still have a great time!
Armin van Buuren says “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"
"The Expirement" film was directed by established music video director Phillip Andelman. It was shot on location in Miami over two nights, and althought the crowds were different, all the other variables were the same.
With so much media attention on the negative "party" aspect of EDM culture, the "Dance More, Drink Slow" campaign couldn't come at a better time. It urges us all to stay in control and "dance more". After all, isn't dancing why we are all really here?
For more information on Heineken’s ‘Enjoy Drink Responsibly’ campaign, visit: Heineken.com/her