HEINEKEN USA

Wieden+Kennedy *Lead Agency

Will Binder - Copywriter
Patrick Cahill - Acct. Director
Erik Norin - Creative Director
Ian Reichenthal - Executive Creative Director
Nick Setounski - Executive Producer
Eric Steele - Creative Director
Jacqueline Ventura - Acct. Supervisor
Scott Vitrone - Executive Creative Director
Jared White - Art Director

Edelman

Starcom MediaVest Group

This is a story about how Heineken regained its voice in the cultural conversation by talking less and doing more. Departure Roulette was a small, non-traditional initiative that created big impact for a brand that struggled with relevance and meaning in the US market. By bringing the brand to life through a social experiment that challenged people to step outside their comfort zones, Heineken captured the attention and respect of its audience once again. As a result, we achieved an unprecedented social media and PR blitz for the brand.