Heineken: Would You Play Departure Roulette?

If you were given the opportunity to drop your travel plans at the push of a button and head to a new and unknown destination, would you take it?

Heineken has launched a new instalment to its ‘Voyage’ campaign to test people’s sense of adventure. After setting up a departure board at New York’s JFK airport, the beer company persuaded the passing travellers to take a step into the unknown…

By pushing the green button, they would have to cancel their flight and forgo their original plans, whether it be going home or away, and head to the destination nominated by the machine, all expenses paid for by Heineken.

It is no wonder that the video has become viral on YouTube, with over 2.5 million views having only been launched less than a month ago. Heineken’s social experiment is able to capture the hearts and minds of travellers and adventurers alike, and the cleverly made video builds a sense of anticipation as those who turn down the opportunity are revealed first before the brave few step up to the podium. 

Heineken’s brand director, Belen Pamukoff believes a legendary trip requires spontaneity, “It should welcome random experiences where improvisation is the only way forward. This summer, in a variety of exciting ways, we are plucking guys from their everyday lives and dropping them into a world unlike anything they've ever seen”.

Would you push that button?