Slowing down the night out

Responsible drinking campaigns have a habit of killing the mood. Enjoy Slooow did the opposite. My role covered concept development and copy across the global launch film, social rollout and Berlin activation, making moderation feel like a better way to have a night out rather than a lecture about ending one.

We took Rhythm of the Night, handed it to Bree Runway and slowed the whole thing down. The track, the film and the line all made the same invitation: drink at your own pace and keep your own rhythm.

Then the idea moved into Berlin’s Spätis. Corner shops became neighbourhood stages for karaoke, ping-pong and the Berlin Ballroom Club. Less rushing between venues. More time with the people already there.