This latest campaign from W+K (part of Heineken's global 'Voyage' campaign), a follow up from "Dropped" from W+K Amsterdam (if you haven't seen it, where have you been?), challenges someone anyone to drop everything and just go on a trip that Heineken neither paid for, nor planned for.

What is 'Dropped'? A series of videos featuring would-be adventurers that are sent to remote destinations around the world to have their adventures filmed. Watching it at work is not a good idea! I was laughing a lot. If anyone watched the 'An idiot aboard' series, you would love this! These guys are literally dropped into environments designed to make them feel uncomfortable. The challenge? They have to make their way home. 

Departure Roulette? If you happened to be in Terminal 8 at JFK Airport then you would have seen the Departure Roulette, travellers aged 25 or older can push the button and off they go, the downside? They had to be willing to drop their existing travel plans and immediately board the plane to the unknown. For someone who loves to travel, this just sounds like a dream to me. (No idea what would happen if they didn't have the visas or documentation to actually get there though...)

One player, Greg Vosits, a doctoral student in psychology, won a trip to Cyprus when he pushed the button. He had to abandon his six-week visit to Vienna to visit his grandparents, but Heineken gave him $2,000 for expenses and booked him into a hotel for two nights. Lucky him!

A section from Fox News

A commercial part of the campaign.

Let's hope there's more to come in this campaign!