Heineken Dares JFK Travelers to Ditch Their Plans, Press a Button and Board a Flight to Parts Unknown | Adweek Heineken Dares JFK Travelers to Ditch Their Plans, Press a Button and Board a Flight to Parts Unknown | Adweek
Advertisement

Heineken Dares JFK Travelers to Ditch Their Plans, Press a Button and Board a Flight to Parts Unknown W+K's 'Departure Roulette'

Here's an airport stunt from Heineken that truly embodies the brand's adventurous spirit. Twice this week, Wieden + Kennedy in New York set up a board at JFK's Terminal 8 and dared travelers to play "Departure Roulette"—changing their destination to a more exotic location with the press of a button. They had to agree to drop their existing travel plans—without knowing the new destination first—and immediately board a flight to the new place.

On Tuesday, a man played the game and ended up going to Cyprus instead of Vienna. (He had been planning a six-week visit with his grandparents, but soon learned he would be headed to Cyprus on a 9:55 p.m. flight. Heineken gave him $2,000 to cover expenses and booked him into a hotel for two nights.) W+K set up the board again on Thursday, and brought cameras along to document the gameplay. The game is inspired by "Dropped," the new Heineken campaign that launched a month ago from W+K Amsterdam in which four men are sent to remote destinations and film their adventures. We should have footage from Thursday's event next week. For now, Heineken should set this up in the Moscow airport. There's a guy there who would welcome any chance to fly to oblivion.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.

Click to Subscribe to AdFreak RSS