Heineken's Latest Social Experiment Gives Six Unsuspecting Souls the Evening of Their Lives

W&K Asks: Would You Take the Challenge?

Published On
Apr 02, 2014

Editor's Pick

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.


Apr 02, 2014
Brand :
Client :
Agency :
Wieden & Kennedy - New York
Executive Creative Director :
Susan Hoffman
Executive Creative Director :
Mark Fitzloff
Creative Director :
Erik Norin
Creative Director :
Eric Steele
Copywriter :
Nick Kaplan
Art Director :
Jeff Dryer
Head of Content Production :
Lora Schulson
Executive Producer :
Nick Setounski
Producer Assistant :
Kristen Johnson
Brand Strategist :
Kelly Wright
Business Affairs :
Lisa Quintela
Project Manager :
Kellie Pederson
Social Strategist :
Jessica Abercrombie
Community Manager :
Mike Vitiello
Broadcast Traffic :
Sonia Bisono
Production Company :
Media Director :
Geremy Jasper
Media Director :
Georgie Greville-Jasper
Executive Producer :
Tom Berendsen
Executive Producer :
Adam Jospeh
Line Producer :
Lorenzo Ragionieri
Line Producer :
Sara Greco
Director, Photography :
Alex Disenhof
1st Assistant Director :
Gary Shantzis
Specialized Hidden Cameras :
Eric Wagenberg
Stylist :
Cameron Loeb
Makeup Artist :
Deanna Melluso
Hair Stylist :
Yoichi Tomizawa
Editorial Company :
Lost Planet Inc.
Editor :
Paul Snyder
Post Producer :
Lauren Hafner Addison
Post Executive Producer :
Krystyn Wagenberg
Editorial Assistant :
John Ryan Stacom
Visual Effects Company :
Black Hole
Visual Effects/Lead Flame Artist :
Tim Farrell
2D Visual Effects Artist :
Reggie Butler
Producer :
Tim Vierling
Telecine Company :
The Mill
Colorist :
Sal Malfitano
Mix Company :
Heard City
Mixer :
Evan Mangiamele
Mixer :
Keith Reynaud at Heard City
Sound Designer :
Paul Snyder
Producer :
Katie Flynn
Executive Producer :
Gloria Pitagorsky
Song :
The Secret
Artist :
The Fever
Sound Design :
Jason Binnick
Sound Mixer :
John D Aquino

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