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

W&K Asks: Would You Take the Challenge?

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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.

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Apr 02, 2014
Weiden + Kennedy New York
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
Mark Fitzloff
Creative Director:
Erik Norin
Creative Director:
Eric Steele
Nick Kaplan
Art Director:
Jeff Dryer
Head of Content Production:
Lora Schulson
Executive Producer:
Nick Setounski
Assistant Producer:
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 of Photography:
Alex Disenhof
1st AD:
Gary Shantzis
Production Sound Mixer:
John D Aquino
Specialized Hidden Cameras:
Eric Wagenberg
Cameron Loeb
Makeup Artist:
Deanna Melluso
Hair Stylist:
Yoichi Tomizawa
Editorial Company:
Lost Planet Inc.
Paul Snyder
Post Producer:
Lauren Hafner Addison
Post Executive Producer:
Krystyn Wagenberg
Editorial Assistant:
John Ryan Stacom
VFX Company:
Black Hole
VFX Lead Flame:
Tim Farrell
2D VFX Artist:
Reggie Butler
Tim Vierling
Telecine Company:
The Mill
Sal Malfitano
Mix Company:
Heard City
Evan Mangiamele
Keith Reynaud at Heard City
Sound Designer:
Paul Snyder
Katie Flynn
Executive Producer:
Gloria Pitagorsky
The Secret
The Fever
Sound Design:
Jason Binnick

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