Heineken: THE LEGENDARY POSTERS

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Ambient Media: large scale
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Agency: WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Client: HEINEKEN
Product: HEINEKEN
Entrant: WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Type of Entry: Use of Direct Marketing
Category: Ambient Media: large scale
Entrant Company : WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Advertising Agency : WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Agency : STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Production Company : PARK PICTURES London, UNITED KINGDOM
Executive Creative Directors: Mark Bernath/Eric Quennoy (Wieden Kennedy Amsterdam)
Creative Directors: Thierry Albert/Faustin Claverie (Wieden Kennedy Amsterdam)
Head Of Creative Innovation: Edu Pou (Wieden Kennedy Amsterdam)
Art Director: Vasco Vicente (Wieden Kennedy Amsterdam)
Copywriter: Evgeny Primachenko (Wieden Kennedy Amsterdam)
Interactive Art Director: Tiago Varandas (Wieden Kennedy Amsterdam)
Broadcast Production: Erik Verheijen/Judd Caraway/Stjin Wikkerink (Wieden Kennedy Amsterdam)
Interactive Production: Andrew Allen/Matthew Ravenhall (Wieden Kennedy Amsterdam)
Planner: Nick Docherty (Wieden Kennedy Amsterdam)
Account Management: Jordi Pont/Clare Pickens/Jorge Fesser/Elianne Vermeulen (Wieden Kennedy Amsterdam)
Photography/Retouching: Dario Fusnecher (Wieden Kennedy Amsterdam)
Lead Director: Camille Herren (Park Pictures UK)
Directors: Quentin Van Den Bossche/James “red” Mcleod (Wieden Kennedy Amsterdam/Whero Fillms)
Interactive Production: (Resn)
Lead Editor: Will Judge (The Gentlemen's Club)
Sound Designer/Audio: Randall Macdonald/Ed Downham/Dugal Macdiarmid/Ben Tomlin (WAVE STUDIOS AMSTERDAM)
Post Production: Amy Richardson (MPC AMSTERDAM)
Heineken Global Team: Gianluca Di Tondo/Sandrine Huijgen/Jules Macken/Dario Gargiulo (Heineken)
Media Agency: Kristen Robinson/Renee Lee/Natalia Mutanova/Stephanie Hogendorp/Mariam Nasir/Nat (Starcom Mediavest Group)
Outdoor Partner: Guido Lambriks/Stephan Molenaar (Outforce Media)

Describe the brief from the client:
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.

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:
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.

Creative Review's - "Ad of the Week"
Creativity - "Editors Pick"
Design Boom - "The epic series coined The Legendary Posters is emblematic of Heineken’s brand message, that crossing borders creatively, professionally and personally enables people to get the most out of life."