Title	THE LEGENDARY POSTERS
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	A07. USE OR INTEGRATION OF PRINTED CONTENT
Entrant Company	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Contributing Company	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS

Name	Company	Position
Mark Bernath/Eric Quennoy	Wieden/Kennedy Amsterdam	Executive Creative Directors
Thierry Albert/Faustin Claverie	Wieden/Kennedy Amsterdam	Creative Directors
Edu Pou	Wieden/Kennedy Amsterdam	Head Of Creative Innovation
Vasco Vicente	Wieden/Kennedy Amsterdam	Art Director
Evgeny Primachenko	Wieden/Kennedy Amsterdam	Copywriter
Tiago Varandas	Wieden/Kennedy Amsterdam	Interactive Art Director
Erik Verheijen/Judd Caraway/Stijn Wikkerink	Wieden/Kennedy Amsterdam	Broadcast Production
Andrew Allen/Matthew Ravenhall	Wieden/Kennedy Amsterdam	Interactive Production
Nick Docherty	Wieden/Kennedy Amsterdam	Planner
Jordi Pont/Clare Pickens/Jorge Fesser/Elianne Vermeulen	Wieden/Kennedy Amsterdam	Account Management
Joe Burrin/Philip Cronerud/Jackie Barbour/Dario Fusnecher	Wieden/Kennedy Amsterdam	Design/Photography
Camille Herren	PARK PICTURES UK	Lead Director
Quentin Van Den Bossche/James “red” Mcleod	Wieden Kennedy Amsterdam/Whero Fillms	Directors
	Resn	Interactive Production
Will Judge	The Gentlemen's Club	Lead Editor
Randall Macdonald/Ed Downham/Dugal Macdiarmid/Ben Tomlin	WAVE STUDIOS AMSTERDAM	Sound Design/Audio
Amy Richardson	MPC AMSTERDAM	Post Production
Gianluca Di Tondo/Sandrine Huijgen/Jules Macken/Dario Gargiulo	Heineken	Heineken Global Team
Kristen Robinson/Renee Lee/Natalia Mutanova/Stephanie Hogendorp/Mariam Nasir/Nat	Starcom Mediavest Group	Media Agency
Guido Lambriks/Stephan Molenaar	Outforce Media	Outdoor Partner

The Campaign

The Heineken Legendary Posters campaign centered on branded online content produced for a global audience. The exciting flexibility of online media allowed us to follow multiple posters as they were confronted with unexpected challenges throughout their journeys. Some of the more dangerous activities like free-diving, wheeling on ice or kite-surfing are activities not necessarily allowed to be shown online in connection with alcohol advertising in many markets, as many markets have clearance rules to the effect that we cannot show our heroes in an environment where drinking alcohol would be dangerous. This rule applies, even if they are not drinking. The growing audience of online media has seen some advertising clearance bodies broaden their authority. It was a challenge to come up with an edit that complied, but the early involvement and close relationship with clearance bodies allowed us to come to some brilliant edits. Heineken also has a commitment to maintain their own guidelines for responsible alcohol advertising. This included factors such as age-gating the content and ensuring that our heroes were not drinking or handling alcohol irresponsibly.

Results

Heineken partnered with 40 legendary individuals from the worlds of sport, entertainment and art to create a series of unique posters in support of global non-profit, Reporters Without Borders. Stemming from Heineken’s strong belief that crossing borders enables people to get the most out of life, each poster began the same as a simple white canvas, but then undertook a legendary journey, traveling the world and meeting extraordinary people, to come back with its own story to tell. From the poster that played fireball with tennis-legend Jimmy Connors, to the one that went into a live volcano, each poster is a one-of-a-kind legendary artwork. Each bearing the physical marks of its epic adventure, or the creative signature of the collaborator who customized it. The posters were exhibited in a number of locations around Amsterdam in April, in trotters and the most popular galleries of the city, complemented by a live event at the Stedelijk, the Netherland’s premier modern art and design museum. In parallel to these activations an international earned media drive took place. All the Legendary Posters communications pointed the audience to the Legendary Posters custom-developed Tumblr site, where the full series of Posters could be viewed, along with a selection of short films depicting the journey that some of the posters undertook. The posters went up for auction for 10 days, via a built-in eBay tool on the site, All proceeds were donated to Reporters Without Borders, a global non-profit organization that protects journalists and ensures freedom of information worldwide.

The posters were exhibited in trotters on the streets of Amsterdam, and in the city’s most popular galleries. We also held a live event at the Stedelijk, the Netherland’s premier modern art and design museum. All of which was complemented by an international earned media drive and targeted social media activity. Each of these activations pointed the audience to the Legendary Posters Tumblr site, featuring all of the posters, including a selection of short films depicting the journey that some of the posters undertook, where viewers could bid for their favourites via eBay, to raise money for Reporters Without Borders.

During the 19-day campaign period The Legendary Tumblr site got 255,215 pages visits from 126 countries, with visitors spending 5:20 min on average on the site, and 255 of them bidding for the posters, raising 25,369.75 euros for Reporters Without Borders. Over 2000 people visited the gallery events, and the campaign generated awareness of over 28.5 million earned media views.