Heineken Launches Legendary Posters Series

More than 40 globally renowned artists, sportsmen actors and even an Icelandic farmer have teamed up with Heineken to create a series of unique posters in aid of non-profit organisation, Reporters Without Borders.

The Legendary Posters campaign, created with Wieden+Kennedy Amsterdam, launches today (Thursday 3 April) and shows how a simple blank canvas can become so much more than just a piece of paper.

Stemming from Heineken’s belief that crossing borders helps people get the most out of life, each poster undertakes an amazing journey.

From a poster that plays fireball with tennis-legend Jimmy Connors, to one that goes deep into a live volcano, to one that plunges 60 metres deep into the sea with a world free diving champion; each poster is a one-of-a-kind artwork with a story to tell.

Each poster bears the physical marks of its own adventure or the creative signature of the collaborator and the series also features a selection of short films depicting the journeys.

The posters are up for auction with all proceeds going to Reporters Without Borders, a global non-profit organisation that supports journalists.

“Legendary Posters is one of these fresh ideas that comes naturally from living the brand every day and wanting to fuel its meaning with creativity,” says Sandrine Huijgen, Heineken’s global communications director.

“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.”

Christophe Deloire, secretary general at Reporters Without Borders, adds: “We appreciate the global adventure every poster has undertaken to transform into a unique artwork, the proceeds that each raise will help us to defend freedom of information and support journalists worldwide.”

The posters will be exhibited at locations around Amsterdam, including premier museum Stedelijk, from now until 13 April and the series is also being auctioned here until that date.