Heineken The Experiment: #DMDS

Music Activations
Sonic Branding
  • Label

    Armada Music

  • Artist

    Armin van Buuren

“I think a DJ can bring you to the next level. And you don’t need alcohol for that.”

When Heineken asked us to help out with their latest responsible drinking campaign, we were all over it like maple syrup on a pancake.


Heineken decided to do an experiment. Something scientific. Something to prove that DJs have the power to influence people’s behaviour to the point where they don’t drink as much alcohol.

The accompanying film for this experiment needed to have some good music, of course – you cannot prove the life changing influence of good music without adding some good music to the film itself.


Two nights. Same club. Same amount of people.

The only difference? The DJ.

On the first night with a regular DJ performing, the bartenders served nothing less than 1078 drinks.

On the second night, MassiveMusic stepped in. We hooked Heineken up with the renowned DJ Armin van Buuren and let him play a whole set.

And guess what? At the end of the night, there had only been 632 drinks served.


With this campaign, accompanied by the hashtag #DanceMoreDrinkSlow, Heineken proves that if the music is good, people will dance more and drink less.

From general creative contribution to hooking up Heineken with the perfect ambassador in the form of world-famous DJ Armin van Buuren, we’re proud to be part of such a strong and entertaining message.

Cheers to a world where alcohol isn’t a necessity, but rather an occasional addition to an already good time 🥂

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Anjali Nazarenko

Brand Activation