Beer brand Heineken launched Monday ‘Dance More, Drink Slow,’ a partnership with 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 featuring van Buuren and under the direction of Philip Andelman.
“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” demonstrates that when people take the focus off drinking, they will actually dance more and have a better night.
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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.”
Launching in more than 20 countries globally, “Dance More, Drink Slow” builds on the “Enjoy Heineken Responsibly” message.
Heineken USA Inc., a leading upscale beer importer, is a subsidiary of Heineken International BV, an international brewer.
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