Heineken partnered with 40 legendary individuals from the world of sports, 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.

To motivate viewers to bid for the posters in the online auction we had to ensure that the Posters’ stories, along with the Posters themselves, were captured in the most exciting way possible. To achieve this we made online films for a selection of the posters depicting the legendary journey that transformed them from a simple white canvas into a one-of-a-kind artwork. Whether they played fireball with tennis-legend Jimmy Connors, cooked popcorn on an Icelandic volcano or dove 60metres deep, each film left viewers in no doubt of the authenticity or legendary backstory of each poster.

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."