Heineken's Departure Roulette is #8 in Our Best of Interactive & Integrated
The Best Trips Aren't Planned in JFK Airport Stunt
Jul 12, 2013
Drop everything. Heineken is about to send you on a trip you neither paid for, nor planned for. Along with agency Wieden & Kennedy New York, the beer brand launched "Departure Roulette" in New York's Kennedy airport yesterday. Passengers coming into the airport's Terminal 8 who had passports and tickets in hand could enter the game, and change their destination to somewhere unexpected. The only condition was that they had to go right then and there. (No idea what would happen if they didn't have the visas or documentation to actually get there.)
The idea is part of the U.S. launch of "Dropped," a campaign by Wieden & Kennedy Amsterdam that previously sent four men to remote destinations around the world, and filmed how they made their way out. The idea is to prove that a legendary journey doesn't come from planning -- but is borne out of spontaneity.