Heineken stands for encouraging people to step outside of their comfort zone. So we offered unsuspecting travelers at JFK Airport the opportunity to take a free trip to an exotic location. The catch was they had to drop everything, cancel their current plans and leave right then and there. To our surprise some people actually did it, causing millions to view the video online and debate whether they would alter their plans and play Departure Roulette.
For the second installment we hired a private investigator and tracked down some of the people who commented on social media about if they would or wouldn't do it and surprised them with the chance to to see if they would actually back up their own words.
Agency - Wieden + Kennedy
Copywriter - Will Binder
Awards - AICP Next Experiential Winner, Cannes Lion Marketer of the Year