Are Legends Born or Made?

by Howie Decker @HowardTheDeck

What do you think- are legends born or made?

Heineken® is conducting a daring experiment to find out. As part of its latest global campaign ‘Voyage’, the premium beer brand 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 social-minded person, outgoing 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 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 installment 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 taking part 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, the social experiment will come to life, with viewers of each voyage able to follow the traveler’s adventure 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 only measurement for success being the participants’ desire to overcome the challenges. For all we know legends aren’t born or made, they’re ‘Dropped’.


 

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