Winners & Shortlists

THE LEGENDARY POSTERS

TitleTHE LEGENDARY POSTERS
BrandHEINEKEN
Product/ServiceHEINEKEN
Category A03. AMBIENT MEDIA: SMALL SCALE (INCL. PREMIUMS & GIVEAWAYS)
Entrant Company WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Advertising Agency WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Agency STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Credits
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 Brief

Heineken believes that crossing borders enables people to get the most out of life, but could experiences make legends of any object? Heineken created a series of posters that are more than just posters, each one with its own legendary experience to tell. They collaborated with 40 Legends from the worlds of sport, entertainment and art, to engage with as wide an audience as possible (Heineken lovers and the collaborators’ fans). All to raise money and awareness for Reporters Without Borders, a non-profit who champion the freedom of information and assist journalists seeking out stories that need to be told.

Creative Execution

The key objective of the Poster design was to create something that people would want to put on their walls, and therefore bid for. Each Legendary Poster began life exactly the same, featuring an image of the iconic green and red Heineken bottle, each one screen-printed by hand. The simple design meant that the physical evidence of their Legendary experiences were highlighted. Whether they’d deep-dived 60m in the ocean, spent a night with a French actress, been tagged and patterned, or got burnt on a volcano, their battle scars were there for all to see.

Describe the creative solution to the brief/objective.

The key challenge was to find the right collaborators. We wanted a strong mix from the worlds of sport, entertainment and art, Legends in their fields, in order to engage with as wide an audience as possible (Heineken lovers and the Legendary Posters collaborators’ fans) through earned media and our events. We also had to ensure that the Posters’ stories, along with the Posters themselves, were captured in an exciting way as possible, to motivate viewers to bid for them in our online auction.

Results

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.