HEINEKEN
ENJOY HEINEKEN RESPONSIBLY

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We developed a music-centric CSR program supporting Heineken’s ‘Drink Responsibly’ message, where globally renowned artists would become annual ambassadors, pushing the message through their live events, digital and content programs. In 2013 the program launched with global DJ superstar, Armin van Buuren who produced an original track ‘Save My Night’ which was released globally, followed by a world tour, promoting responsible drinking under the banner ‘Dance more, drink slow’.

The program was captured into a content series called The Experiment. “For a brand such as Heineken this concept is pretty progressive, forward thinking” Armin van Buuren