Friday, May 31, 2013

Heineken - The Voyage Commercial, Exclusive Version

Today, Heineken launched their brand new campaign, ‘Voyage’. This is the 5th instalment in the Heineken ‘Legends’ series and is a cross-platform, integrated campaign, which uses broadcast, digital and mobile.

The main campaign element is a newly created tv ad. The ad, set in India, follows the Legend from arriving in a remote Indian outpost to finding himself in all sorts of awkward and bizarre situations when he loses his pet goat.

As well as airing the TV ad, Heineken is going a step further and testing men to see what they are truly made of when taken out of their daily lives and dropped into the great unknown. Welcome to “Dropped”.

‘Dropped’ arrives on Monday, June 3rd 2013, and 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 a series of episodic adventures following our intrepid explorers on their legendary travel experience.

Each experience will be in a different location with different challenges and every travel adventure will be tailored towards the character of its main protagonist - forcing them to discover their own limits and conquer their fears. The outcome of ‘Dropped’ adventure is unscripted and the outcome unknown!

Watch the series via the Heineken Dropped YouTube channel and follow each voyage, access documentary-style content and also contribute your own videos to the ‘casting couch’ for the chance of undertaking your own legendary travel adventure.

In the coming weeks, Heineken Ireland will also begin the search to find an Irish explorer - the ‘Irish Dropped’! Details of Heineken’s search for an Irish explorer will be revealed online in the coming weeks.

Conor McIntyre, Heineken Brand Manager - Communications, commented, “With ‘Voyage’, the fifth instalment of our Legends campaign, we want to go further and inspire men to be resourceful and open to the world. We are giving a few lucky people the chance to go beyond the borders of their comfort zone. The Irish are seen as a nation of global explorers who have made themselves at home in their own unique way in some of the most exotic cities and outposts around the world. The trademark wit, charm and ability to make friends wherever we go have become synonymous with the Irish travel experience. We have no doubt that ‘Dropped’ will uncover some legendary explorers who will display their true character on the adventure of a lifetime.”

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