Are legends born, or made? That was the question behind our campaign for Heineken. 

The global beer brand with Dutch roots was all in on ‘being legendary’ when drinking their brand. With big budget ads about Legendary men. 

Now we wondered, how legendary are men really when put to the test. So we set up an experiment, invited Heineken drinkers for a challenge and selected the best ones to be dropped into the unknown. For them to prove their legendariness. 

The result was an online TV series about finding your way back home, wether you are dropped in the middle of the Cambodian jungle on a giant rubber ducky or being left behind on a snowy peak in the Alaskan winter wearing nothing but your tuxedo. 

The series pushed Heineken further up into the world of entertainment, gathering millions of views. But most importantly settled the debate on nature versus nurture: Legends aren’t born, they’re dropped.