Are Legends Born or Made?


How will men cope up with the situation when they are dropped into some alien locations? What are men truly made off when they are taken out of their daily lives and dropped into unknown parts of the world? To find out Heineken®, the reputed beer brand is coming up with its fun-filled adventurous series ‘Voyage’. Dropped is Heineken’s most dare-devil experiment ever.  It tests what mettle men are really made of when they are taken out of their comfort zones and put in adventurous environments that they have never experienced before. Imagine the situation. You are someone who likes adventure and thrill, confident. You are chosen to go on a landmark adventure – something you have never done before and most probably never again! – a new experience that will test your senses and capabilities. But then you find yourself in the freezing wilderness of Alaska– alone on a glacier, with nothing but clothes on his back and a plane ticket to get you home – and the airport is hundreds of miles away.

This is ‘Voyage’, a new campaign from premium beer brand Heineken® that takes different men from across the world and drops them in remote global locations with nothing but the most basic of supplies and directions. The result is ‘Dropped’ – a series of adventures which will be housed on Heineken’s Dropped Youtube channel.

‘Voyage’ Voyage’ is the fifth installment of the Heineken ‘Legends’ platform, The  campaign, which will live on a variety of platforms across broadcast, digital and mobile, will allow consumers to have a truly emotional experience through the Heineken® Dropped YouTube channel. Here, viewers will be able to follow each ‘Dropped’ voyage, access documentary-style content and also contribute their own video entries to the ‘casting couch’ – with the chance of their lifetime to be part in the adventurous journey.

Every ‘Dropped’ travel adventure will be tailored towards the character of its main protagonist – forcing them to discover their own limits and conquer their fears. Across four continents they’ll face a multitude of challenges – tough terrain, curious locals and unusual modes of transport. The viewers will be able to follow the participants of this program through his diary notes and journey entries.

Their place of final destination will be their respective homes. The answer lies within each adventurer – what differentiates Dropped from other T.V programs  in this genre is its unpredictability, it is unscripted. What determines their chances if success will be their desire to overcome all the difficulties and keep moving forward. In the end we realize Legends aren’t born, they are Dropped.