Heineken abandons a guy on an Alaskan glacier as part of new campaign
Could you survive with nothing more than a giant life ring, a tuxedo and a plane ticket atop a glacier in rural Alaska?
This is the question Heineken is asking as part of its latest initiative, ‘Dropped’, part of the beer brand's ongoing Legends campaign which began in December 2010.
“[…]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,” said Sandrine Huijgen, global communications director at Heineken.
“‘Dropped’ is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience.”
The first experiment of the campaign saw Rikar Gil from Barcelona literally dropped into a remote Alaskan location with nothing but the most basic of supplies and directions to an airport hundreds of miles away.
His experience is being filmed for Voyage TVC, with episodes from the first Dropped adventure going onto Heineken’s dedicated YouTube channel, where viewers can also check the process of the “explorer”.
An infograph of Gil’s journey shows he met three bears, missed wearing t-shirts the most, and had his tongue stuck on ice 22 times.
Over the next month, three further episodes will see people dropped in locations across four continents.