| Title | THE LEGENDARY POSTERS |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
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Advertising Agency
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Media Agency
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STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
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Entrant Company
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STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Kristen Robinson |
Starcom Mediavest Group |
Global Account Director |
| Renee Lee |
Starcom Mediavest Group |
Global Account Manager |
| Natalia Mutanovanatalia Mutanova/Stephanie Hogendorp/Mariam Nasir/Natasja Elmont |
Starcom Mediavest Group |
Media Activations Team |
| Gianluca Di Tondo |
HEINEKEN |
Senior Director Global Heineken Brand |
| Sandrine Huijgen |
HEINEKEN |
Global Heineken Communication Manager Developed Markets |
| Jules Macken |
HEINEKEN |
Heineken Communication Manager Global Commerce |
| Dario Gargiulo |
HEINEKEN |
Manager Heineken® Digital Global Commerce |
| 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/Evgeny Primachenko/Tiago Varandas |
Wieden/Kennedy Amsterdam |
Art Director/Copywriter/Interactive Art Director |
| Erik Verheijen/Judd Caraway/Stjin Wikkerink/Andrew Allen/Matthew Ravenhall |
Wieden/Kennedy Amsterdam |
Broadcast/Interactive Production |
| Nick Docherty/Jordi Pont/Clare Pickens/Jorge Fesser/Elianne Vermeulen |
Wieden/Kennedy Amsterdam |
Account/Planning Team |
| Dario Fusnecher |
Wieden/Kennedy Amsterdam |
Photography/Retouching |
| Quentin Van Den Bossche/James “red” Mcleod |
Wieden Kennedy Amsterdam/Whero Fillms |
Directors |
| Guido Lambriks/Stephan Molenaar |
Outforce Media |
Outdoor Partner |
| Resn |
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 |
Results and Effectiveness
The Legendary Posters Tumblr site got 255,215 page visits. 75% of these were unique, with visitors spending 5:20 min on average on the site. There were over 151,000 views of the posters experiences - 87% of these organic.
The campaign generated awareness of over 28.5 million earned media views for Reporters Without Borders and Heineken and more than 2,000 people visited the gallery events.
Click rates on Facebook were up to 3.53% (benchmark 2%).
25% of visitors bid on posters. The highest poster went for €2,115 and the collection has raised over €25,000 euros for Reporters Without Borders to date.
Creative Execution
To drive heightened awareness and bidding, we connected with an audience who had an authentic interest in each poster’s story.
City wide exhibitions allowed people to get up-close, exploring every unique mark and nuance to drive organic sharing, online viewing of the films and bids via the custom Tumblr page.
We displayed the posters in outdoor locations hyper-relevant to their story. Taking The one that got its ass kicked by a kite-surfing champion back to the beach; the French actress’s date to a European Film festival. Posters were exhibited in popular galleries including the Stedelijk Museum Amsterdam bringing credibility to the artworks.
Facebook interest targeting enabled us to distribute films to specific Heineken fans worldwide based on niche interests.
We got into places previously untouched by traditional outdoor, and used advanced audience targeting to reach people most likely to engage, socially advocate and place a higher value on the poster.
Insights, Strategy and the Idea
Stemming from a shared belief in the importance of global storytelling and crossing borders, Heineken partnered with over 40 Legends from the worlds of sport, entertainment and art to create a series of extraordinary posters in support of global non-profit, Reporters Without Borders.
Each poster began as a blank canvas but undertook an epic global journey, returning with its own unique story to tell. With an aspiring Man Of The World audience, always seeking inspiration and stories of their own, the idea that even a simple piece of paper could become legendary was particularly motivating.
To take the posters’ stories beyond the paper, their creation was captured on film, raising greater awareness of the partnership with Reporters Without Borders and its pursuit of freedom of information across the world. This led to the creation of tangible, monetary value for the posters themselves that was realised in a charity online auction.