Christoph Rehage
started walking on November 9, 2007 and stopped in October 2008. He
traveled over 4500 kilometers (2796 miles). All of the distance from
Beijing to Ürümqi was completely on foot. The times where you can see
him in the video riding a boat or sitting on a plane are during breaks
Christoph had to take from walking, either to sort out bureaucracy
issues or to take care of some personal issues.
Christoph was asked about his state of mind while he was walking and
what he was thinking. He replied “It was just the way it would be on any
normal day. Sometimes you think. Sometimes you don’t. Sometimes you
worry about passports, dangers, pains, relatives and loved ones, and at
other times your steps are light and you sing songs in the desert.
Sometimes it is boring. And sometimes you feel at peace.”
When he was asked why he stopped walking, Christoph said, “I wanted
to gain back my life. I had to regain control over myself, eliminate the
inner boss that was telling me what to do. A lot of people look at the
video thinking “I want to be free like that guy!” – but they don’t
realize that I was driven by something, and maybe I was losing control
over it.”
In cooperation with BBDO Shanghai,
TimeOut made a city tour iPhone app. There is nothing really creative
about that; However, in order to raise tourism opportunities and
awareness, folks at TimeOut decided to leave a phone on the street for
the locals to pick up and then guide them through the city.
The best way to feel a particular city’s
culture, cuisine, nightlife and style is to know or befriend locals that
know the truly best places; After visitors pick up the phone, they get
to experience just that – it takes them all over the city, including
cool places to eat and drink, and places representing a mix of old and
new in Shanghai. Check it out, below:
Long live spontaneity! You could say that this is one of the basic guiding principle of the Heineken brand which has introduced yet another innovative campaign called the “Departure Roulette”,
a game-show-style board that provides the ability to passengers of New
York’s JFK airport to change their primary destination to a random one.
By simply pushing a button on a display in the airport’s lobby, the
participants are engaged in a unique challenge-a journey into the
unknown.
The first lucky participant was Greg Vosits, a
doctoral student in educational psychology at the University of
Connecticut, who instead of traveling to Vienna ended up flying out to
Cyprus for two nights with paid accommodation and $2,000 to cover the
expenses. Sounds tempting, doesn’t it?
Belen Pamukoff, Brand Director emphasized that campaign underscores Heineken’s brand promise of delivering great adventures: “This
summer, in a variety of exciting ways, Heineken is proving the theory
that every man has a legendary traveler inside of him by dropping men
from all over the world into an environment unlike anything they’ve ever
seen.”
The game is a part of a new campaign called “Dropped” which was executed in collaboration with the agency Wieden+Kennedy New York.
The campaign focuses on four young men who were sent to remote
destinations to film their daily adventures. These episodes will
premiere on Heineken.com and YouTube on July 22nd. Heineken has recently also debuted a new TV commercial called “The Voyage”, a part of the brand’s campaign debut.
