Destination unknown

Heineken challenges consumers to change course.

Heineken and Wieden+Kennedy New York challenged commuters at  JFK to a game of “travel roulette.” A giant board was set up, inviting travellers to push a button and commit to going to a destination unknown. One man apparently ended up with a trip to Cyprus, instead of Vienna, pocketing $2,000 to cover expenses (as well as a two-night stay in a hotel). Would you drop your vacation plans for the unknown? In exchange, he gave up six weeks with his grandparents. The OCD in us couldn’t handle the pressure.


Advertiser: Heineken
Agency: Wieden+Kennedy New York