Over the past few years, Heineken and Wieden + Kennedy's Legends brand platform has resulted in some brilliant ads and increased sales around the world. For its latest trick, it's managed to convince more than 40 legends from the world of sport, art and entertainment to create a unique poster that will be auctioned off to support Reporters Without Borders, a global non-profit organisation that protects journalists and ensures freedom of information worldwide. And there's a Kiwi connection to this one, with ex-All Black Brad Thorn and double world record holding freediver William Trubridge enlisted for the campaign.
Each artwork bears the physical marks of its adventure, or the creative signature of the collaborator who customised it. And to create their artworks, Thorn took his poster through an intense work out, detailing his exercise routine on the paper, while Trubridge took his poster 60 metres down into the depths of Dean’s Blue Hole in the Bahamas.
Fans can bid for the one-off artworks from the likes of Jimmy Connors, BMXer Alise Post and French actress Audrey Vernon and watch a selection of films showing each poster’s adventure at www.thelegendaryposters.com or on a customised Tumblr site. The auction is open worldwide now, with people able to place their bids until 13 April 2014. All proceeds will be donated to Reporters Without Borders.
"Legendary posters is a fresh idea," says Sandrine Huijgen, Heineken global communications director. "Its diversity, unconventionality and positivity are such a testament to how Heineken sees the world because 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."
And, aligned to the Legendary Posters idea, it's also showcasing a range of interesting humans in video form with its People Worth Watching campaign.