Heineken Takes Real-Life 'Legends' Out of Their Comfort Zone

Launches YouTube episodes and competition to accompany latest spot

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Heineken is launching a branded content experiment on YouTube to go along with its latest TV spot in its Legends brand campaign. The spot, The Voyage, follows our hero arriving in India, where he loses his pet goat and has to prove that he's a streetwise "Man of the World" to find it again.

Created with Wieden+Kennedy Amsterdam, "Dropped" will feature a series of YouTube videos hosted on Heineken's YouTube channel in which real-life "Man of the World" candidates from different markets will be literally "dropped" into environments designed to take them out of their comfort zones and asked to make their way home. The first story involves a sun-loving Spaniard dropped into the middle of Alaska. Four subsequent "drops" will take place every three weeks, across four different continents. Each experience will encompass three episodes, plus documentary-style behind the scenes content. U.S. viewers can also contribute their own video entries to the "casting couch" to be chosen for a future episode; they need to record and upload their own version of an everyday journey, and tweet about it with the hashtag #dropped by June 17.

There will also be a promotional aspect: 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. Prizes include travel adventures and space-training.

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About

Credits
Date
Jun 04, 2013
Agency:
Wieden + Kennedy Amsterdam
Client:
Heineken
Executive Creative Director:
Mark Bernath
Executive Creative Director:
Eric Quennoy
Art Director:
Philip Brink
Copywriter:
Hugo van Woerden
Head of Production:
Erik Verheijen
Agency Producer:
Niko Koot
Production Company:
Wefilm
Episode Director:
Joeri Holshheimer
Episode Director:
Lennari Verstegen
Executive Producer:
Bas Welling
Producer:
Tobias Wilbrink
Episode Producer:
Sara NIx
Episode Producer:
Bo Polak
Editor:
Julien Mangois
Sound Engineer:
Alex Nicholls-Lee
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