Heineken Posters Go For A Legendary Trip Around The World

Heineken has partnered with over 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. 

Launching today, The Legendary Posters are far more than just pieces of paper. 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. 

The full series of Legendary Posters are visible on a custom-developed Tumblr site, which also features a selection of short films depicting the journey that some of the posters undertook. The posters are up for auction, via a built-in eBay tool on the site, all proceeds from which will be donated to Reporters Without Borders, a global non-profit organization that protects journalists and ensures freedom of information worldwide. 

The auction is open worldwide now, with people able to place their bids at www.thelegendaryposters.com until 13 April 2014.  

Christophe Deloire, Secretary General at Reporters Without Borders, commented, “We are extremely happy to be supported by Heineken and the Legendary Posters campaign.  We appreciate the global adventure every poster has undertaken to transform into a unique artwork, with the proceeds that each will raise helping us to defend freedom of information and support journalists worldwide.  Thank you so much Heineken for your great support!” 

The posters themselves will be exhibited in a number of locations around Amsterdam, from now until the end of the auction period (April 13). Including an event at the Stedelijk, the Netherland’s premier modern art and design museum. 

Sandrine Huijgen, Heineken Global Communications Director, commented, 'Legendary posters is one of these fresh ideas, that comes naturally from living the brand every day, for both Heineken and W+K Amsterdam, and wanting to fuel its meaning with creativity. Legendary posters is a fresh idea. Its diversity, unconventionality and positivity are such a testament to how Heineken sees the world - by crossing your borders you enrich your life with amazing experiences. These posters went through quite a few experiences we would all like to live one day, but what fired us up the most, was to make these experiences support freedom of expression in partnership with Reporters Without Borders'.

“Normally, we send relatively resourceful bearded men out into the world to gain some perspective and take part in a legendary journey. This time we decided to see what would happen if we sent a few pieces of paper instead. And in the process raise money for an organisation that is equally interested in finding out what's going on out there in the world”, said Mark Bernath, Wieden+Kennedy Amsterdam Executive Creative Director. 

The Legendary Posters is the latest creative iteration of Heineken’s Legends brand platform and was created with Wieden+Kennedy Amsterdam. 

Credits

HEINEKEN

Global Brand Director:  Gianluca di Tondo 

Global Communication Director:  Sandrine Huijgen

Global Communication Manager : Jules Macken

Global Digital Manager : Dario Gargiulo

WIEDEN+KENNEDY AMSTERDAM

Executive Creative Directors : Mark Bernath & Eric Quennoy

Creative Directors : Theirry Albert & Faustin Claverie

Interactive Creative Director:  Edu Pou

Art Director:  Vasco Vicente

Copywriter:  Evgeny Primachenko

Head of Broadcast Production:  Erik Verheijen

Director of Interactive Production : Andrew Allen

Broadcast Producer:  Judd Caraway

Broadcast Associate Producer:  Stjin Wikkerink  

Interactive Producer:  Matthew Ravenhall

Planner : Nick Docherty

Group Account Director : Jordi Pont

Account Director:  Clare Pickens

Account Management Lead : Jorge Fesser

Account Manager:  Elianne Vermeulen

Head of Studio : Jackie Barbour 

Art Producer:  Jorge Fesser

Studio Artist : Philip Cronerud

Project Manager:  Stacey Prudden

Business Affairs : Justine Young

PR Strategist::   Claire Beesley

FILM PRODUCTION

PRODUCTION COMPANY : PARK PICTURES UK (Lead Production Company)

Lead Director : Camille Herren, Park Pictures

European Director:  Quentin van den Bossche, W+K Amsterdam

New Zealand Director:  James “Red” McLeod, Whero Fillms

BMX Director/DP:  David McGrory

BMX Production Company:  National Picture Show Entertainment, LLC

Producer- BMX Episode:  Maximillian Osswald

Production company Iceland episodes : True North Iceland

Producer- Jimmy Connors Episode:  Brett Connors

Underwater DP- Bahamas episode:  Daan Verhoeven

EDITING THE GENTLEMAN’S CLUB

Lead Editor : Will Judge, The Gentleman’s Club

Secondary Editor : Quentin van den Bossche, W+K Amsterdam

New Zealand Editor:  James “Red” Mcleod, Whero Films

AUDIO POST WAVE STUDIOS AMSTERDAM

Sound Designer/Mixer:  Randall Macdonald, Ed Downham, Dugal Macdiarmid

Audio Post Producer : Ben Tomlin

POST PRODUCTION : MPC AMSTERDAM

Lead Colorist:  Aline Sinquin

Additional Colorist : James Tillett

VFX Supervisor : Jim Spratling

Color Producer : Ellora Chowdhury

Post Producers : Sharrudin Rosunally, Amy Richardson

INTERACTIVE PRODUCTION

Digital Production Partner Resn

PRINT PRODUCTION

Photography and Retouching Dario Fusnecher, W+K Amsterdam