Making a video that shows a customer choosing a bottle of water over a Heineken? Say what!
You have to give credit to Heineken for being willing to focus on such a positive message, at the risk of losing sales of their own alcohol. Because after all, if party drinkers were to start drinking in moderation, they aren’t going to be drinking so much Heineken right? That’s why I have great respect for what they are doing and the social message behind this video.
Teaming up with world famous DJ, Armin Van Buuren, this global campaign, called “Dance More, Drink Slow”, focuses on making moderate drinking a behaviour young adults should aspire to when enjoying a night out. At the very center of this campaign “Save my Night” is the featured track that delivers this message. Use #DMDS to spread the word.
Forget the rowdy fights, tipsy dancing and nights where your friends have to carry you home. You may think that it’s a lot of fun, but its perhaps immature fun. Well educated girls will find it a turn-off and some of your friends (yes, the ones who have to carry your drunk ass home) will not think such behaviour is cool. And at the heart of their message is the importance of staying in control while drinking.
The campaign is brought to life through “The Experiment”, an interesting film that focuses on two separate nights out in the same club with the only difference being the DJ. It displays how the DJ has the influence to help change the behaviour of customers so they dance more and drink less.
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*The Experiment was filmed in a nightclub over two separate nights and all the party-goers in the film were unaware of the filming, with the other variables were exactly the same.
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