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Heineken Launch ‘Dropped’ via W+K Amsterdam

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Social experiment where only legendary travellers need apply

Heineken Launch ‘Dropped’ via W+K Amsterdam

Are legends born, or made? To find out Heineken®, as part of its latest global campaign ‘Voyage’, is undertaking it’s most daring experiment yet.  It is testing what men are truly made of when taken out of their daily lives and dropped into the great unknown. Imagine the 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. 


This is ‘Voyage’, a new campaign from premium beer brand Heineken® that 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.

 


‘Voyage’ is the fifth instalment of the Heineken ‘Legends’ platform, The integrated campaign, which will live on a variety of platforms across broadcast, digital and mobile, will allow consumers to have a truly immersive experience via the Heineken® 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 ultimate 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.


Their final destination?  Home. Will they make it? 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. For all we know legends aren't made, they’re Dropped.
 

 

The Voyage TVC, the inspiration for the Dropped travel experiment, will officially air on TV on June 1st, with episodes from the first Dropped adventure launching via Heineken.com and YouTube on June 3rd. Each Dropped experience will encompass three episodes, complemented with behind the scenes content. 


Sandrine Huijgen, Global Communications Director, Heineken, commented, “With Voyage, the fifth instalment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world.  We are giving a few of them the opportunity to go beyond the borders of their comfort zone. Dropped is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience.’


Finally, consumers who buy special packs of Heineken will be able to redeem a code and play an online game that tests their own navigation skills as they embark on a digital voyage. A lucky few will win their own legendary travel experience, with prizes on offer to include adrenalin filled travel adventures and perhaps the ultimate adventurer’s discipline - space-training. 


Schedule of Voyages 
The first Dropped Voyage launches on Monday 3 June, with subsequent Dropped Voyages commencing every three weeks. 


Credits


1. HEINEKEN ‘THE VOYAGE’ TVC CREDITS


HEINEKEN
Global Brand Director    Cyril Charzat
Global Communications Director    Sandrine Huijgen
Global Communications Manager    Sarah Nisenbaum


WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director    Mark Bernath & Eric Quennoy
Creative Directors    Mark Bernath & Eric Quennoy
Art Director    Philip Brink
Copywriter    Hugo van Woerden
Head of Production    Erik Verheijen
Agency Producer    Tony Stearns
Post Producer    Niko Koot
Planner        Stuart Parkinson
Group Account Director    Clay Mills
Account Director    Jasmina Krnjetin
Account Manager    Thibaud Vincent-Genod
Project Manager    Sharon Kwiatkowski
Business Affairs    Barrie Williams


FILM PRODUCTION


PRODUCTION COMPANY        Sonny London
Director    Fredrik Bond
Director of Photography    Mattias Montero
Producer    Alicia Richards
Executive Producer    Helen Kenny


EDITING COMPANY    Marshall Street
Editor        Tim Thornton Allan


AUDIO POST        Grand Central Studios
Sound Designer/Mixer            Raja Sehgal


MUSIC    
Title    Voyage Voyage
Artist        Maison du Malheur


POST PRODUCTION        The Mill, London
Flame    Jay Bandlish
3D    David Lawson
Telecine    Adam Scott
Producer    Paul Schleicher


PRINT PRODUCTION    
Photographer        Hugo Stenson
Agent                         Sonny London


2. HEINEKEN ‘DROPPED’ INTERACTIVE DIGITAL CREDITS 


HEINEKEN
Global Brand Director    Cyril Charzat & Gian Luca Di Tondo 
Global Communications Director    Sandrine Huijgen
Global Digital Director    Paul Smailes 
Global Communications Manager    Sarah Nisenbaum
Global Digital Manager    Nourdin Rejeb


WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director    Mark Bernath & Eric Quennoy
Creative Directors    Thierry Albert & Faustin Claverie
Art Director    Philip Brink
Copywriter    Hugo van Woerden
Head of Production    Erik Verheijen
Agency Producer    Niko Koot
Planner        Nick Docherty
Communications Planner
Group Account Director    Richard Oldfield 
Jordi Pont
Account Director    Clare Pickens
Account Manager    Luis Ortiz
Project Manager    Jackie Barbour
Business Affairs    Justine Young
    

PRODUCTION COMPANY     Wefilm
Director    Roel Welling
Episode Directors    Joeri Holsheimer & Lennart Verstegen
Executive Producer    Bas Welling
Producer    Tobias Wilbrink
Episode Producers    Sara Nix & Bo Polak


EDIT & ON-LINE        W+K Amsterdam AV
Editor    Julien Mangois


AUDIO POST PRODUCTION        Wave Amsterdam
Sound Engineer    Alex Nicholls-Lee

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lbbonline.com, Mon, 03 Jun 2013 13:09:14 GMT