To embody the adventurous spirit of Heineken, Wieden + Kennedy in New York set up a board at JFK’s Terminal 8 and dared travelers to play “Departure Roulette”. Those who dared, had to drop their existing plans and go somewhere totally new and exotic with the push of the red button. 😎
The daring passengers were later also given $2,000 to cover expenses and were booked into a hotel for two nights at the new destination. Below is the recently released video of how things unfolded at JFK…
The game was inspired by “Dropped,” the new Heineken campaign that was launched a month ago from W+K Amsterdam in which four men were sent to remote destinations and their adventure to return filmed.