Here's a responsible drinking campaign from Heineken from Publicis Milan, starring DJ Armin Van Buuren. The idea was simple-- if the DJ's play banging music, people will drink slower and dance more.
In other words, it's not your fault if you binge drink. It's the DJ's fault.

Client: Heineken International Agency: Publicis Milan Production: Partizan Darkroom Country: Italy Director: Philip Andelman Creative Director: Bruno Bertelli Creative Director: Cristiana Boccassini Copywriter: Michele Picci Art Director: Valeria Vanzulli Graphic Designer: Gianluca Chinnici Account Director: David Pagnoni Agency Producer: Mariella Maiorano Creative supervisor: Fabrizio Tamagni, Michela Talamona DoP: Stephan Vallée Executive Producer: Robin Accard Producer: Magali Selosse-Bishop Editor: Maxime Pozzi Garcia - Fabrizio Squeo Music: Save My Night by Armin Van Buuren

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

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