Heineken Puts Consumers' Tweets to the Test on the Departure Roulette Road Tour
Would They Really Drop Everything for a Trip to an Unknown Destination?
Published On
Sep 23, 2013
Editor's Pick
During the summer, Heineken asked travelers at New York's JFK airport to play a game of Departure Roulette and drop everything -- including their current itinerary -- to take a trip to an unknown destination, as part of its global "Dropped" campaign. The effort, out of Wieden + Kennedy New York/Amsterdam, featured a giant green board with a bold red button. Those who dared to press the button landed a new adventure, courtesy of the beer brand. Now, Heineken is letting social media fans in on the fun, with the Departure Roulette Road Tour. It sent the big board to consumers in San Francisco, Los Angeles and New York who originally had engaged with the brand online. They, too said they would drop everything to go on their own mysterious adventure -- but would they, really? From the looks of this video, at least a few did, and scored trips to Panama City, Reykjavik, Bucharest and Seoul.
Credits
- Date
- Sep 23, 2013
- Brand :
- Heineken
- Client :
- Heineken
- Agency :
- Wieden & Kennedy - New York
- Executive Creative Director :
- Scott Vitrone
- Executive Creative Director :
- Ian Reichenthal
- Executive Creative Director :
- Mark Bernath
- Executive Creative Director :
- Eric Quennoy
- Copywriter :
- Will Binder
- Art Director :
- Jared White
- Social Strategist :
- Jessica Abercrombie
- Project Manager :
- Rayna Lucier
- Director, Interactive Production :
- Brandon Kaplan
- Production Company :
- Legs
- Director :
- Dan Levin
- Post Production :
- Legs
- Information Display Fabricator :
- Solari Corp
- Design and Build :
- The Guild
- Creative Director :
- Erik Norin
- Creative Director :
- Eric Steele
- Executive Producer :
- Nick Setounski
- Head of Integrated Production :
- Lora Schulson
- Producer Assistant :
- Kristen Johnson
- Community Manager :
- Mike Vitiello
- Community Manager :
- Rocio Urena
- Executive Producer :
- Tom Berendsen
- Line Producer :
- Sara Greco
- Post Production :
- Joint Editorial
- Senior Producer :
- Michelle Carman
- Editor :
- Jon Stefansson
- Assistant Editor :
- Stephen Nelson
- Assistant Editor :
- Noah Poole
- Assistant Editor :
- Brian Schimpf
- Motion Graphics Director :
- Yui Uchida
- Audio Producer :
- The Lodge
- Color :
- Nice Shoes
- Colorist :
- Danny Boccia
- Producer :
- Melissa Dupre
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Project Type
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