Heineken

“The Experiment” showcases a social experiment with ordinary “club goers” and focuses on two separate nights out in the same Miami club. The only difference is the DJ.

With this experiment we wanted to prove a simple theory: if a DJ provides a night of great and irresistible songs, people will dance more and drink slow.

To invite the largest number of deejays around the world to join the project, we decided to recruit as ambassador one of the most famous of them, Armin Van Buuren.