Heineken's Latest Social Experiment Gives Six Unsuspecting Souls the Evening of Their Lives
W&K Asks: Would You Take the Challenge?
Apr 02, 2014
After daring people to sing karaoke in front of tens of thousands of people, Heineken and Wieden & Kennedy New York's latest social experiment gets a little bit darker. Taking cues from the brand's previous "Legends" films, the experiment was a one-night theater production in New York City that took six unsuspecting guests up an elevator to a crazy party, where they were challenged to become the "guests of honor." If they said yes, they had to go through a myriad of challenges -- from tattooing a heart on a big burly man, to starring in a Bollywood film production, to starring in their own one-man comedy shoot.