Heineken Challenges Travelers to a Legendary “Voyage”
This omni-channel campaign drops men from across the world into remote global locations, challenges them to become legendary travelers, and shares the stories of their experiences online.
“A legendary voyage cannot be planned. It should welcome random experiences where improvisation is the only way forward,” said Belen Pamukoff, brand director, Heineken.
In the USA, travelers 25 years of age or older, arriving at JFK Terminal 8 with tickets and passports in-hand will have the bold opportunity to enter a game of Departure Roulette, where they can change their scheduled destination for a trip to adventurous locations with the press of a button.
The twist? They must be willing to drop their existing travel plans and immediately board a plane to the unknown. The inspiration for Departure Roulette is “Dropped” – a series of episodic adventures wherein Heineken is sending four men to remote destinations around the world and filming their experience, and the bizarre challenges they face, along the way.
“The Voyage” TVC, the inspiration for the “Dropped” and Departure Roulette travel experiments, officially aired on U.S. TV on July 8th, with episodes from the U.S. Dropped adventure launching via Heineken.com and YouTube on July 22nd.
Each Dropped experience will encompass three episodes, complemented with behind-the-scenes content. As the third instalment in the online video series, an American from New York City will be “dropped” in the bustling city of Marrakech to survive his own set of challenges – empty desert land, curious locals and unusual modes of transport.
Set in colorful India, the film follows the Legend arriving in a remote Indian outpost and finds himself in all sorts of awkward and bizarre situations when he loses his pet goat. As a true Man of the World, he knows how to navigate this new world with ease, even if he finds himself in unfamiliar territory.
Created by Wieden+Kennedy Amsterdam, the Voyage TVC was directed by Fredrik Bond, from Sonny London, who also directed the following Heineken Legends films – The Entrance (2010), The Date (2011), and The Final (2013).
Heineken USA Inc., a leading upscale beer importer, is a subsidiary of Heineken International BV.
In the picture above: Greg Vosits, winner of Heineken Departure Roulette calls family to tell them he’s going to Cyprus.