Are legends born, or made?
Heineken's latest global campaign "Voyage" dares travel enthusiasts to find out. The Amsterdam-based beer maker is undertaking a bold experiment. The company is testing what men are truly made of when taken out of their daily lives and dropped into the great unknown. Consider the adventure theme a variant of the popular television series "Survivor".
Imagine this situation: You are a highly social character, out-going and confident. You get chosen to go on a legendary adventure – something you have never done before - a new experience that will test your resourcefulness. But then you find yourself in the freezing wilderness of Alaska – alone on a glacier, with nothing but a giant life-ring, a tuxedo and a plane ticket to get you home – and the airport is hundreds of miles away.
If it sounds like a chapter pulled out of a Choose Your Own Adventure book, "Voyage" sure resembles it.
Heineken's travel campaign takes different men from across the world and drops them in remote global locations with nothing but the most basic of supplies and directions. The result is "Dropped" -- a series of episodic adventures following our intrepid explorers on their legendary travel experience. Modern technology enables fans from anywhere in the world to follow the daily struggles and triumphs of the travelers.
"Voyage" is the fifth installment of Heineken's "Legends" platform, The integrated campaign, which will live on a variety of platforms across broadcast, digital and mobile, will allow viewers to follow our protagonists through Heineken's Dropped YouTube channel.
Here, viewers will be able to follow each "Dropped" voyage, access documentary-style content and also contribute their own video entries to the "casting couch" - with the chance of partaking in their own legendary travel adventure.
Every "Dropped" travel adventure will be tailored towards the character of its main protagonist - forcing them to discover their own limits and conquer their fears. Across four continents they’ll face a multitude of challenges - tough terrain, curious locals and unusual modes of transport. As the Dropped episodes unfold, so the social experiment will come to life, with viewers of each voyage able to follow how each traveller fares through a series of diary entries and journey updates.
Will the protagonists make it home? Will they establish a heroic legacy as they battle against the elements?
The answer lies within each adventurer – the outcome of each "Dropped" encounter is completely unscripted, with the participants desire to overcome the challenges the only measurement for success.
Perhaps legends will be made.