Heineken and Wieden + Kennedy in New York revisit the concept of unscheduled trips in this sequel to their popular Departure Roulette stunt. That effort, from the summer, dared JFK travelers to ditch their plans and immediately fly to more exotic locales chosen at random by pushing a button. For the follow-up, the brand made surprise visits to people who had tweeted during the earlier campaign that they would want to try Departure Roulette—and let them do so.
In the sequel video, camera crews confront unsuspecting tweeters at their front doors, at work and on the sidewalk, with the big green Departure Roulette board in tow. The board becomes something of an actor in the drama, popping up behind tweeters during interviews and suddenly appearing around street corners. It's creepy and goofy at the same time, keeping the subjects off balance but generally adding to the fun. And there's an amusing bit halfway through the three-minute clip in which a brand ambassador knocks on a person's apartment door and calls out, "You're totally gonna miss out on this once-in-a-lifetime opportunity!" A neighbor steps into the hall to see what the commotion is about, takes in the scene with the lights and cameras, and quickly retreats back inside.
One guy who wins a trip to Bucharest seems less than stoked. "Romania … OK. I'll go to Romania. I guess." Maybe he was hoping for Budapest. Other destinations include Marrakesh, Morocco; Reykjavík, Iceland; Seoul, South Korea; and Panama City. As with the original Departure Roulette, the sequel is designed to capture Heineken's bold, adventurous spirit. Personally, I prefer Tui Brewery's approach to stunt marketing. They pump beer through your pipes so you can take off without ever leaving home.
Credits below.
CREDITS
Client: Heineken
Project: Departure Roulette
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Scott Vitrone, Ian Reichenthal, Mark Bernath, Eric Quennoy
Creative Directors: Erik Norin, Eric Steele
Copywriter: Will Binder
Art Director: Jared White
Executive Producer: Nick Setounski
Assistant Producer: Kristen Johnson
Account Team: Patrick Cahill, Jacqueline Ventura, Sydney Lopes
Social Strategist: Jessica Abercrombie
Project Manager: Rayna Lucier
Community Managers: Mike Vitiello, Rocio Urena
Director of Interactive Production: Brandon Kaplan
Head of Integrated Production: Lora Schulson
Business Affairs: Sara Jagielski, Lisa Quintela, Quentin Perry
Global Travel Director: Colleen Baker
Lead, Senior Travel Consultant: Angela Wootan
Senior Travel Consultant: Joelle Wainwright
Production Company: Legs Media
Director: Dan Levin
Executive Producer: Tom Berendsen
Line Producer: Sara Greco
Postproduction Company: Joint Editorial
Senior Producer: Michelle Carman
Editor: Jon Steffanson
Assistant Editors: Stephen Nelson, Noah Poole, Brian Schimpf
Motion Graphics Director: Yui Uchida
Information Display System Fabricator: Solari Corp.
Design and Build Team: The Guild
Audio Company: The Lodge
Audio Mixer: John Northcraft
Color: Nice Shoes
Colorist: Danny Boccia
Producer: Melissa Dupre