Heineken tickets travelers for a legendary ‘Voyage’ in global social experiment via W+K
Christopher Columbus did it. Marco Polo tried it. Who is willing to take a leap of faith and alter their travel plans for a trip to the unknown? Heineken’s global campaign “Voyage” (created by Wieden + Kennedy Amsterdam), has arrived in the U.S. with the debut of a new television commercial “The Voyage”, and travel experiment – Departure Roulette (the latter created by W+K New York).
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 experience.
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 and change their destination for a trip to an exotic location 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, has gone to air on US TV 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.
“Heineken is out to prove that a legendary voyage can’t be planned. It should welcome random experiences where improvisation is the only way forward,” said Belen Pamukoff, brand director, Heineken. “This summer, in a variety of exciting ways, we are plucking guys from their everyday lives and dropping them into a world unlike anything they’ve ever seen.”
5 Comments
Ermmmmm, yeah, as per the headline up there, folks. It’s a great idea.
I can’t help thinking that there wil be a few ‘paid adventurers’ in the group that takes up this challenge.
There is no frikkin’ way I would alter my travel plans unless heineken picked up the airfare, hotels and spending money in estonia. And then they would have to refund me the money lost on the ‘no show’ for my original flight. Yes, I am a tough customer.
Some people probably enjoy life more than you.
I think edward snowden would probably love this promotion.
It is not so that I feel I want to become a Legendary Traveller, I do know that I am already one.
So far I have stayed over in at least seventy countries on our globe, travelling mainly in my own vehicles, standard vehicles, nor 4×4 things and got away and back home without any external assistance, elbait using ships where I could not swim.
An 18 months camper trip starting in Luxembourg, overland to Australia, sea to Durban, and overland again. On the trip I had dinner with one of the sons of the Iatollie Chomenie in Iran during the revolution when the Shah of Persia was kicked out.
Another trip, also camping car, Luxembourg, Philladelphia, zig zag to Inuvic, to the most Northern point in Canada on the longest day there with the sun never setting, then overland to Ushuia to the most Southern point in Argentine on the longest day there, six month later. Then back to Philladelphia. 13 months trip.
If you mean that by Legendary Travelling, I am your man.