Creativity Best of 2013: Boston Magazine Marathon Cover, Heineken’s Departure Roulette
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Creativity continues its countdown of 2013’s best moves in brand creativity across film and TV, print and design and interactive and integrated campaigns. See our picks for No. 10 in each category here. Our No. 9 picks are here. Today it’s time for No. 8.
Moving from emotion to adventure, the No. 8 spot for interactive/integrated work this year belongs to Heineken. The brand has been playing around with its “Open Your World” tagline a lot this year, daring customers to go beyond their comfort zones. But its best execution perhaps was “Departure Roulette,” an extension of its “Dropped” campaign that dropped people off in strange locales and got them to find their way home. “Departure Roulette,” from Heineken and Wieden & Kennedy New York, let travelers coming into Terminal 8 at John F. Kennedy International Airport change their destination to somewhere unexpected. The only condition was that they had to go right then and there.
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