Whoever crafted this compelling campaign for the adventurous at heart deserves a gold medal (or at least a few frequent flier miles).
Behold: Departure Roulette / Heineken Dropped.
The company plucks airport travelers en route to their flights and asks if they’d like to tempt fate and push a button, activating a departure board that spits out a random destination. Seems like fun, until you take into account the rule that defines the game: you must commit to leave for that destination at that very moment. Hey, you’re already packed. That bachelor party can wait, right?
Several hardy travelers took the plunge and scattered across the globe to far-flung locales like Morocco, Cambodia, and Alaska, documenting their journeys for Heineken.