We’ve all dreamt of impulsively packing our things and heading off on an exotic vacation at a moment's notice, but Heineken takes that dream one step further with it’s newest campaign from agency Wieden + Kennedy. Departure Roulette, located in Terminal 8 at JFK airport, invites travellers to play a game of chance, the possibility to change their scheduled destination and board a plane to an unknown destination.

Travellers aged 25 or older were given the opportunity to go on a new adventure by simply pushing a button, with one catch, they had to be willing to drop their current travel plans and immediately board a plane a destination unknown. So far, one lucky passenger went to Cyprus after his round of roulette. Originally scheduled for two weeks in Vienna, Heineken booked the doctoral student two nights in a hotel and gave him $2,000 to cover the expenses.

Part of Heineken’s global Voyage campaign, the idea for Departure Roulette came from Dropped a short series of adventures that involves Heineken sending four men to remote locations and filming their experiences. The episodes will launch on YouTube on July 22, and it's interesting to see brands engaging consumers' desire for adventure and spontaneity in such a direct way.

One question remains: would you be adventurous enough to try your hand at the roulette?