Title	THE LEGENDARY POSTERS
Brand	HEINEKEN
Product/Service	HEINEKEN
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

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.