Heineken’s new ‘Legendary Posters’ campaign was released on April 3rd, 2014. For this campaign, Heineken partnered with 40 legendary individuals from the world of Art, Sports and Entertainment in order to create unique versions of a poster that has one white sheet with a Heineken pint.
They created 40 different videos showing how each poster was created by a legend and in a very legendary manner, making the final posters, ultra-special. The 40 stories captured are full of adventure, madness, creativity and bravado. Despite the presence of legends in the videos, that give the poster it’s final outcome in quirky ways, the star of the video is still the poster. To amplify the poster’s legendary attribute, they even named each one of them. For example, ‘ The one that conquered Kilimanjaro. Almost.’ Another one is, ‘The one that wheeled on the ice of Lake Koshkonong.’
These posters were then put for auction. The proceeds will be going to an organization called ‘Reporters Without Borders’ which works towards freedom of expression across borders. This fits perfectly into Heneken’s ‘Open your world’ proposition. PERFECTLY.
Here are some of the final ‘Legendary Posters’ –
The sheer scale of this campaign is worth a salute. This is also the first time that the beer brand has partnered with a non-profit. Story-telling is one of the best ways to pass a message and Heineken went international and diverse with this one.
Here is a sample story of one of the ‘Legendary Posters’ – ‘The one that owned the walls of Amsterdam’
For all the 40 posters and their stories visit here and don’t forget to comment below.