Heineken launches latest installment in ‘Dropped’ series

Heineken has launched the latest installment of its “Dropped” campaign, which follows the real-life adventures of men dropped in remote locations with basic supplies and directions.

The latest mission is for a man to get to Berlin and put on a circus show, starting with only a tandem bike and a circus master’s uniform.

The adventures have been turned documentary-style films, which are hosted on Heineken’s YouTube channel, are part of a global campaign called ‘Voyage’.

Consumers have been invited to send in their own voyage video entries, and a TV ad is running on cable TV to promote the campaign.

Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore, said: “With Voyage, the fifth installment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world.”

“We are giving a few of them the opportunity to go beyond the borders of their comfort zone. Dropped is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience,” he said.

Local PR, digital and social activation was by Iris.


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