As part of Heineken‘s global ‘Voyage’ campaign, the Departure Roulette experiment invited travelers in Terminal 8 at JFK Airport to change their scheduled destinations and board a plane to an unknown place.
Travelers aged 25 or older were given the opportunity to go to an adventurous location by simply pushing a button on a display in the terminal. However, they had to be willing to drop their existing travel plans and immediately board the plane to the unknown. The inspiration for Departure Roulette is ‘Dropped’, a series of episodic adventures that involves Heineken sending four men to remote destinations around the world and filming their experience and the challenges they face along the way.
Why I’m Curious
I thought this was an interesting way to take a TV spot and bring it to life in an unusual way. From the video it looks like quite a few people participated, which is interesting because it’s so hard to change flight plans and life plans. Would you drop everything to play Destination Roulette?