The “Dance Freely, Drink Responsibly” campaign is a responsible drinking campaign all about enjoying the moment while making smart choices. What better way to bring that message to life than through a K-dance challenge?
Launched in collaboration with Korean dance crew WE DEM BOYZ, the “Dance Freely, Drink Responsibly” campaign combines the vibrant energy of dance with the message of responsible drinking, encouraging people to enjoy life while making mindful choices.
The dance challenge features a catchy song and lyrics that emphasize tips for responsible drinking, such as "stay hydrated” and "less is more”, as well as messages like "all drinks are equal," reminding us that beer, wine, and spirits contain the same amount of alcohol per standard drink. Complementing these messages is WE DEM BOYZ’s creative choreography, which brings the concept of responsible drinking to life through dance.
Now, let’s hit the dance floor with WE DEM BOYZ!
A Fun Twist on Responsible Drinking with K-dance challenge
K-culture is taking the world by storm, and K-dance is leading the way. That’s why DIAGEO teamed up with WE DEM BOYZ to create a dance challenge that spreads the message of responsible drinking in a fun and creative way.
You might recognize WE DEM BOYZ from their standout performances on a popular dance competition TV show or their choreography work with top K-pop artists. While their moves appear effortless and free-spirited on stage, behind the scenes, they approach their craft with dedication and responsibility.
WE DEM BOYZ brought the same passion and commitment to the "Dance Freely, Drink Responsibly" campaign. The choreography brings the message to life through their movement, with simple, rhythmic dance moves naturally reflecting the art of moderation.
Designed to be easy enough for everyone to follow, the moves remind us to drink slowly and enjoy the moment. By combining the vibrant energy of K-dance with the message of responsible drinking, they aim to inspire people to enjoy life while making mindful choices.
More than a Dance: Behind the Choreography
Curious about how WE DEM BOYZ came up with the dance challenge choreography? Join us behind the scenes!
WE DEM BOYZ leader VATA shared his thoughts on the campaign, saying, “It is an honor to be part of Diageo Korea’s DRINKiQ campaign. My fellow WE DEM BOYZ members and I were drawn to this collaboration because it allows us to spread the message of responsible drinking through choreography, we designed ourselves. We hope that by approaching this topic in such creative way - through dance - many people will participate in the dance challenge and take a moment to reflect on responsible drinking."
Another member, INGYOO, explained the inspiration behind the key choreography for the ‘Dance Freely, Drink Responsibly’ challenge: “The dance moves were inspired by both the rhythm and lyrics of the song. In particular, the lines ‘I choose non-alcoholic over alcohol, less is more when it comes to drinking’ and ‘Tell me your DRINKiQ’ highlight the message of responsible drinking beyond just dance. We worked hard to make the choreography fun, energetic, and easy for anyone to follow.” He added, “We hope that as you enjoy the challenge, you also take a moment to reflect on the message of responsible drinking that we aimed to express through our choreography”
Join the #DanceFreelyDrinkResponsibly Challenge!
Join the #DanceFreelyDrinkResponsibly dance challenge and help spread the message of responsible drinking! Think the moves are too tricky? No worries - both a challenge version and a tutorial version are available, so everyone can participate. Don’t forget to share your dance on social media with the hashtag below!
#DRINKiQ #DanceFreelyDrinkResponsibly