Here Are the Crazy Ones Who Dropped Everything and Flew Off to Oblivion With Heineken

New York's bravest

Last week we wrote about Heineken's JFK airport stunt, in which the brand dared travelers to drop their existing plans and go somewhere new and exotic with the push of a button—without knowing where. Today, we have video of some of the gameplay from the campaign, by Wieden + Kennedy in New York. It's pretty amusing. It begins, fittingly enough, with people who won't play the game—i.e., the sane ones to whom we can most easily relate. Then we get to the nutjobs—those outliers who are willing to make that call to friends and family and say they won't be visiting after all, but will be boarding a flight to who-knows-where at the request of people who've clearly been drinking. Most of the folks who take the plunge seem pretty happy with their new destination, although the guy going to Laos—he looks more than a little ambivalent.


Client: Heineken

Project: Departure Roulette

Agency: Wieden + Kennedy, New York

Executive Creative Directors: Scott Vitrone, Ian Reichenthal, Mark Bernath, Eric Quennoy

Creative Directors: Erik Norin, Eric Steele

Copywriter: Will Binder

Art Director: Jared White

Interactive Producer: Victoria Krueger

Executive Producer: Nick Setounski

Assistant Producer: Kristen Johnson

Account Team: Patrick Cahill, Jacqueline Ventura, Sydney Lopes

Social Strategist: Jessica Abercrombie

Project Manager: Rayna Lucier

Sr. Community Manager: Mike Vitiello

Director of Interactive Production: Brandon Kaplan

Head of Integrated Production: Lora Schulson

Business Affairs: Sara Jagielski, Lisa Quintela, Quentin Perry

Global Travel Director: Colleen Baker

Lead/Sr. Travel Consultant: Angela Wootan

Sr. Travel Consultant: Joelle Wainwright

Production Company: Legs Media

Director: Dan Levin

Post-Production Company: Legs Media In Collaboration with BrehmLabs

Editors: Frederic T. Brehm, Ian Park, Gabriela Tessitore

Sound Designer: Eric Hoffman

Colorists: Frederic T. Brehm, M. Scott Vogel

Information Display System Fabricator: Solari Corp.

Design & Build Team: The Guild