Winners & Shortlists

THE LEGENDARY POSTERS

TitleTHE LEGENDARY POSTERS
BrandHEINEKEN
Product/ServiceHEINEKEN
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 Campaign

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. All proceeds were donated to Reporters Without Borders, a global non-profit organization that protects journalists and ensures freedom of information worldwide.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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.