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

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.