What happens when New York biker William gets dropped in the middle of Marrakech with nothing but a Christmas-colored sweater and a challenge to transport 2,000 pounds of ice to a party in the desert?
That’s the premise of the first video in the Morocco series of a new campaign by Heineken called “Dropped.”
Each series follows a different man’s experiences after he is dropped in various locations around the world, including Cambodia, Alaska, and Morocco.
Armed with only the most basic of supplies, each man is given a series of challenges to complete.
These challenges, according to the Heineken website, are tailored to their individual personalities, and require each participant to overcome their own fears to succeed.
Their final destination is to get home, but whether they make it or not is up to each traveler. The videos are unscripted.
According to Sandrine Huijgen, Global Communications Director for Heineken, “…we want to go further than inspiring men to be resourceful and open to the world. We are giving a few of them the opportunity to go beyond the borders of their comfort zone. Dropped is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience.”
Watch the video above to find out whether William succeeds in his first task.