In a powerful and impressive way, “Dance More, Drink Slow” conveys an important message to night people, which encourages responsible drinking and makes drinking without excess look cool and aspirational.
The campaign was the result of “The Experiment”, a short video that was shot like a reality show, starring Armin Van Buuren as the protagonist and showing two different scenarios at the same disco. The only difference was due to the DJ, who, thanks to his musical choices, successfully controlled the mood of the evening: when music creates the right atmosphere, people dance more and drink less.
The project was then developed with a global contest held between DJs, with dedicated events.
