Wieden + Kennedy Amsterdam is out with a new campaign for Heineken which focuses on 40 legendary individuals from the worlds of sports, entertainment, science, art and other areas. Entitled “The Legendary Posters,” the campaign features these 40 people doing interesting and amazing things in support of the global non-profit Reporters Without Borders.
The posters were created by unique interaction with each of the 40 individuals. There’s the poster that played fireball tennis with Jimmy Connors. There’s the one that went into a live volcano with an Icelandic farmer. There’s the one that went into space with help from a paper artist. There’s the one that travelled 60 meters below the surface of the ocean with a free diver. Each poster ends up a one-of-a-kind piece of artwork with each bearing the physical marks of its adventure along with the creative signature of the collaborator who customized it.
The full series of posters is visible on a custom-developed Tumblr site which also features a selection of short films depicting the journey some of the posters undertook. Each poster is up for auction through an eBay tool on the site with all proceeds donated to Reporters Without Borders, the non-profit organization that protects journalists and ensures freedom of information worldwide.
The body of work is a fantastic representation of some of the amazing talent and drive found in the nooks and crannies of humanity. And it’s a perfect representation of what Heineken Global Communications Director Sandrine Huijgen says is the brand’s appreciation for “diversity, unconventionality and positivity.”
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