Heineken's Departure Roulette is #8 in Our Best of Interactive & Integrated

The Best Trips Aren't Planned in JFK Airport Stunt

Published on Jul 12, 2013

Editor's Pick

Drop everything. Heineken is about to send you on a trip you neither paid for, nor planned for. Along with agency Wieden & Kennedy New York, the beer brand launched "Departure Roulette" in New York's Kennedy airport yesterday. Passengers coming into the airport's Terminal 8 who had passports and tickets in hand could enter the game, and change their destination to somewhere unexpected. The only condition was that they had to go right then and there. (No idea what would happen if they didn't have the visas or documentation to actually get there.)

The idea is part of the U.S. launch of "Dropped," a campaign by Wieden & Kennedy Amsterdam that previously sent four men to remote destinations around the world, and filmed how they made their way out. The idea is to prove that a legendary journey doesn't come from planning -- but is borne out of spontaneity.

Travel-related sweepstakes are all the rage: Japanese retailer Muji teamed with airline ANA to launch "Muji to Go," which gives families to win a trip -- with a 3D printed twist.

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Jul 12, 2013
Wieden & Kennedy New York
Executive Creative Director:
Scott Vitrone
Executive Creative Director:
Ian Reichenthal
Executive Creative Director:
Mark Bernath
Executive Creative Director:
Eric Quennoy
Creative Director:
Eric Steele
Creative Director:
Erik Norin
Will Binder
Art Director:
Jared White
Interactive Producer:
Victoria Krueger
Broadcast Producer:
Nick Setounski
Social Strategist:
Jessica Abercrombie
Project Manager:
Rayna Lucier
Senior Community Manager:
Mike Vitiello
Director, Interactive Production:
Brandon Kaplan
Head of Content Production:
Lora Schulson
Production Company:
Dan Levin
Post Production:
Post Production:
Information Display Fabricator:
Solari Corp
Design and Build:
The Guild

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