Heineken® Challenges Travelers to a Legendary “Voyage”
Global Program Uncovers What Happens When Travelers Go Beyond Their Comfort Zone
NEW YORK, July 11, 2013 /PRNewswire/ — Are you willing to take a leap of faith and alter your travel plans for a trip to the unknown? Today, Heineken’s® global campaign “Voyage” arrives in the U.S. with the debut of a new television commercial “The Voyage” and travel experiment – Departure Roulette. 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. “This summer, in a variety of exciting ways, Heineken is proving the theory that every man has a legendary traveler inside of him by dropping men from all over the world into an environment unlike anything they’ve ever seen.”
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, will officially air 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.
Heineken’s Global Voyage Campaign
“Voyage” is the fifth instalment of the Heineken “Legends” platform. The integrated campaign, which lives on a variety of platforms across broadcast, digital and mobile, allows consumers to have a truly immersive experience. Visit www.youtube.com/heinekendropped or www.heineken.com/usa and follow each “Dropped” voyage and access documentary-style content.
Every “Dropped” travel adventure is tailored towards the character of its main protagonist – forcing them to discover their own limits and conquer their fears. Across four continents they face a multitude of challenges – tough terrain, curious locals and unusual modes of transport. The outcome of each Dropped encounter is completely unscripted, with the participants desire to overcome the challenges the only measurement for success. For all we know legends aren’t born, they’re Dropped.
“The Voyage” TVC
Set in colorful India, the film follows our 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).
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic(TM) application from your smartphone at taximagic.heineken.com.
SOURCE Heineken USA