Heineken launches interactive digital social experiment ‘Dropped’ via W+K Amsterdam

Today sees the launch of Heineken’s first truly interactive digital campaign – Dropped – whereby the brand is bringing its latest TVC, The Voyage, to life and putting real men to the test to find out if legends are born or made.

Created by Wieden+Kennedy Amsterdam, Dropped is Heineken’s most daring experiment to date, showing what consumers are truly made of when taken out of their daily lives and dropped into the great unknown.

VIEW THE VOYAGE SPOT

VIEW THE DROPPED TEASER

Real-life Man of the World candidates from different markets will be tested in adventurous environments designed to take them out of their comfort zones. The first Dropped story launches today, with a sun-loving Spaniard dropped in the middle of freezing Alaska with nothing but the clothes on his back. Subsequent drops will commence every three weeks for five epic journeys – all of which will be housed on Heineken’s Dropped YouTube channel.

Dropped brings to life ‘The Voyage’ TVC, the latest and fifth installment of Heineken’s Legends brand campaign, which inspires Heineken drinkers to be travelers, not tourists. Set in colorful India, the film follows the Legend arriving in a remote outpost where he finds himself in all sorts of awkward and bizarre situations when he loses his pet goat. But as a true Man of the World he knows how to navigate his new surroundings with ease, even if he finds himself in unfamiliar territory.

Says Aussie expat Eric Quennoy, Wieden+Kennedy Executive Creative Director: “If ever there was a perfect opportunity to prove your status as a man of the world, then ‘Dropped’ is it. We literally drop young men in a completely foreign part of the world, throw thoroughly bizarre and unpredictable things at them,  and watch as they have to use every ounce of charm, hustle, physicality and wit, to get themselves out of it. And what’s amazing, is just how willing and able these men are.”

Sandrine Huijgen, Global Communications Director, Heineken, commented: “With Voyage, the fifth instalment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world.  We are giving a few of them the opportunity to go beyond the borders of their comfort zone. Dropped is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience.’

Finally, consumers who buy special packs of Heineken will be able to redeem a code and play an online game that tests their own navigation skills as they embark on a digital voyage. A lucky few will win their own legendary travel experience, with prizes on offer to include adrenalin filled travel adventures and perhaps the ultimate adventurer’s discipline – space-training.

The first Dropped Voyage launches today (Monday 3 June), with subsequent Dropped Voyages commencing every three weeks.

HEINEKEN ‘THE VOYAGE’ TVC CREDITS

Sound Engineer: Alex Nicholls-Lee