Here's an airport stunt from Heineken that truly embodies the brand's adventurous spirit. Twice this week, Wieden + Kennedy in New York set up a board at JFK's Terminal 8 and dared travelers to play "Departure Roulette"—changing their destination to a more exotic location with the press of a button. They had to agree to drop their existing travel plans and immediately board a flight to the new place—without knowing the destination first.
On Tuesday, a man played the game and ended up going to Cyprus instead of Vienna. W+K set up the board again on Thursday, and brought cameras along to document the gameplay. The game is inspired by "Dropped," the new Heineken campaign that launched a month ago from W+K Amsterdam in which four men are sent to remote destinations and film their experiences. We should have footage from Thursday's event next week. For now, Heineken should set this up in the Moscow airport. There's a guy there who would welcome any chance to fly to oblivion.
