New Delhi: This is Voyage, a new campaign from the world’s No.1 international premium beer brand Heineken. The Voyage TVC , which provides the inspiration for the Dropped travel experiment, was recently released globally on the Heineken Digital channels. The film is set in India, and follows our Legend as he finds himself in all sorts of awkward and bizarre situations when he loses his pet goat. As a true Man of the World, he knows how to navigate this new world with ease, even if he finds himself in unfamiliar territory.
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.
The Dropped experiment takes different men from across the world and drops them in remote 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, which can be viewed at the Heineken Dropped youtube channel (www.youtube.com/heinekendropped). Here, viewers will be able to follow each ‘Dropped’ voyage, access documentary-style content. 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.
Samar Singh Sheikhawat, Senior Vice-President Marketing, United Breweries Limited, commented, “With Voyage, the fifth installment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world. Dropped is a social experiment that challenges the participant to display their true character and if they do, have a legendary travel experience.”