Exploring the legendary self with the Heineken Voyage
Legends are something that people identify with in the truest heroic sense and this is exactly why perhaps it is believed that legends are born. No legend can be made really. It is this spirit, this essence, this extraneous display of something truly charismatic that is being reflected in ‘Voyage’.
‘Voyage’ happens to be none other than the new global campaign launched by Heineken. It is an endeavour that is expected to bring out the legendary self in you. It is a test, a challenge, or call it what you may, towards the exploration of the exceptional that happens to be hidden deep within men. In fact, it is one of deep explorations that tells more about the true essence or call it the mettle that is man. The thrill associated with stepping into the unknown is what epitomises the ‘Voyage’ essence.
Through this campaign by Heineken, different men from different walks of life all across the world would be taken to different places all over the world. This is a brand new campaign by the premium beer brand Heineken and it’s aimed towards something completely off the track. These men would be placed in distant and remote locales and supplied with nothing except for the basic amenities and supplies.
Picture this. A hot and happening person from the heart of a city is placed in the remote locales of Alaska. It is freezing Alaska, it is white Alaska! It is no longer about the zing and vivacity associated with city life. This location is way different from the way of life he has been used to and most importantly, here he is going to be given only the basic amenities and supplies, nothing more.
All the confidence that can be there otherwise would be put to test in this distant and otherwise unknown location. Nothing is the same, yet resourcefulness is what becomes so very essential. A freezing glacier and that is where you land. All that you are provided with is a giant life ring, a plane ticket and a tuxedo. As for the airport, then well it is practically hundreds of miles away. Prove yourself resourceful and get back home now. This is what is going to be seen.
Heineken has a ‘Legends’ platform and ‘Voyage’ is the fifth instalment for this. In fact, this integrated campaign has been so designed to live through a huge array of platforms and this is again going to span a broad enough spectrum. Be it mobile and digital or broadcast, this is finally aimed towards giving consumers a sincerely engaging experience like never before.
Each part is a ‘Dropped’ voyage that includes content in a documentary style format. Moreover, it comes with the unique and interesting opportunity to contribute video entries of one’s own which again makes it possible for them to take part in their own great adventure ultimately.
It aims towards discovering one’s own limits and fears and thus each of these travel adventures are going to be tailored on the lines of its main protagonists. As for the ultimate destination, then it’s home sweet home.
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