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Heineken Asks: Are Legends Born or Made?



Heineken - Dropped

Are legends born, or are they made? To find out, Heineken is undertaking a most daring experiment, testing what men are truly made of when taken out of their daily lives and dropped into the great unknown. 

Imagine this scenario: You’re a highly social person, outgoing and confident. You get chosen to go on a legendary adventure, a new experience that will test your resourcefulness. But then you find yourself in the freezing wilderness of Alaska – alone on a glacier, with nothing but a giant life ring, a tuxedo and a plane ticket to get you home – and the airport is hundreds of miles away.

It sounds like a new reality TV show that you’d probably tune in to, right? It’s actually part of Heineken’s new ‘Voyage’ campaign 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 episodic adventures following one intrepid explorers on their legendary travel experience.

Here’s a sneak peek at one of the episodes:

Head over to the Heineken Dropped YouTube channel, where you can follow each ‘Dropped’ voyage, access documentary-style content and also contribute your own video entries to the ‘casting couch’, with the ultimate chance of partaking in your own legendary travel adventure!

Every Dropped travel adventure is 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. As the Dropped episodes unfold, so the social experiment will come to life, with viewers of each voyage able to follow how each traveller fares through a series of diary entries and journey updates.

Their final destination? Home. Will they make it? The answer lies within each adventurer – the outcome of each Dropped encounter is completely unscripted, with the participants desire to overcome the challenges the only measurement for success. For all we know, legends aren’t made, they’re Dropped.