The Heineken Passport
Heineken‘s claim to opens one’s world has put to the test with the Heineken Passport Facebook app at thepassport.sg. Justin, the intrepid explorer has been sent to Inner Mongolia with the challenge of making his way back home to Bangkok with no money, no map, just Heineken. He has to exchange Heineken for a lift, exchange Heineken for directions and even exchange Heineken with a Inner Mongolian wrestler, all in the name of adventure, and beer. Visitors to the site were able to win prizes by sharing, watching content and answering questions.
Click on the image below to play the Heineken Passport video in YouTube
In part 1 of the journey, Justin takes on some traditional wrestlers in Shangdu, Inner Mongolia. Click on the image below to play the video in YouTube
In part 2 of the journey from Inner Mongolia to Bangkok, Justin enters one of the busiest trading environments as a fruit seller. Will he be able to navigate the bustling Shanghai streets? Click on the image below to play the video in YouTube
In part 3 of the journey from Inner Mongolia to Bangkok, a river outside Hanoi poses a challenge for our traveller, Justin. Does he get across the river in one piece? Click on the image below to play the video in YouTube
In part 4, on the final leg of his journey, Justin’s made it to Bangkok but he won’t get to Sensation Thailand without the right outfit. Click on the image below to play the video in YouTube
The Heineken Passport campaign was developed at Iris Singapore by creative directors Subha Naidu and David Brown, art directors Malcolm Wee, Melvin Lim and Regina Chan, and copywriter Khairul Mondzi.