Jo Why Lee

London - United Kingdom

    Are Legends Born or Made?

    September 5, 2013

    Are you a survivor, explorer, or legend? Heineken wants to know. In their new campaign, the challenge is to find those daring adventurers in the world who long to explore their lives outside of the comfort zones. This is what makes legends. Inspired by the voyage of life, Heineken wants participants to do something they have never tried in their fifth installment of the Legends platform.

    A fully immersive encounter, this new campaign from the premium beer brand, participants will be “Dropped” into a location, situation, and challenge to test their skills. This documentary-like YouTube show will follow the contestants through journals and video of their legendary travel. Dropped around the world in remote locations with basic supplies participants will explore using their personal skills to travel, communication, and make their way to the final destination – their home. 

    Heineken will present each journey on their Heineken® Dropped YouTube channel where viewers will follow the triumphs and struggles. The adventures will face the ultimate competitor, their own limits and fears. These are the experiences that legends are built on throughout life. This social experiment will elevate the viewer and traveler throughout the voyage and struggle to find their own legendary status.

    Completely let to their craftiness, the adventurer will strive, fight, and emerge through this unscripted journey through personal trials to find out if legends are “Dropped”. 

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