A little less booze to 'Save My Night'

You can often get away with pushing yourself beyond the limit, most notably in terms of sports and fitness, but when it comes to drinking, your limitations have to be respected. Keeping it moderate so you can enjoy the party even more is the theme of a new global campaign by the makers of Heineken beer.

“Dance More Drink Slow” is Heineken’s attempt to change the world, one party at a time, by promoting responsible drinking. The firm recruited the world’s top DJ, Dutchman Armin van Buuren, to mix a track called “Save My Night” that might inspire young adults to show some responsibility and drink in moderation. 

Moderate drinking prolongs the enjoyment of the moment, the beer maker says, calling its effort the first responsible-drinking campaign to target consumers while they’re actually drinking. The idea is to make moderate drinking the norm, the respectable behaviour on nights out, by highlighting the benefits of staying in control.

So Heineken named van Buuren – No 1 on DJ Magazine’s Top 100 poll for five consecutive years – its ambassador for “Enjoy Heineken Responsibly 2014”. We tuned in to the celebrated spinner to see what he has planned.

 

What’s this project about?

I’ve always been very passionate about music itself and having an amazing time on the dance floor, and “Dance More, Drink Slow” represents just that. When you have a beer it’s relaxing, but it’s important to find a balance for yourself and remember the whole “package” – the music, the show, the entertainment, the people you’re with. The DJ is always trying to bring the night to life. “Dance More, Drink Slow” is all about making the most of the night.

When I play a set for 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 reason I have partnered with Heineken on this is because we have a fantastic opportunity, and responsibility, to connect better with our audience and effect behaviour change. I am passionate about making sure my fans enjoy the night, and by inspiring a drinking-in-moderation “movement”, people can focus on the music and dancing.

 

How can a DJ change people’s mindsets? 

DJs can influence people’s mood, especially on the dance floor. A good track can really lift your mood and make you feel happy and relaxed – similar to what drinking in moderation does. 

The campaign track is designed to inspire young adults to drink responsibly, keep safe on the dance floor and look after each other. I’m very aware of the importance of the music and creating the right sound – both of which influence the atmosphere of a night out.

 

Tell us a bit more about the track.

Drinking responsibly is an important issue and being able to use music, specifically the “Save my Night” track, to deliver that message directly to fans on the dance floor is unique. The lyrics are “The music saves my soul. The beat saves my life. Tonight, the DJ saves my night.”

 

Go get saved

_ You can download “Save My Night” for free at iTunes.Apple.com/us/

album/save-my-night-single/id774923274.