Heineken® introduces The Legendary Posters series in support of global non-profit

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Amsterdam, April 3rd 2014 – Heineken® has partnered with over 40 legendary individuals from the worlds of sport, entertainment and art to create a series of unique posters in support of global non-profit, Reporters Without Borders.

Launching today, The Legendary Posters are far more than just pieces of paper. 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.

The full series of Legendary Posters are visible on a custom-developed Tumblr site, which also features a selection of short films depicting the journey that some of the posters undertook. The posters are up for auction, via a built-in eBay tool on the site, all proceeds from which will be donated to Reporters Without Borders, a global non-profit organization that protects journalists and ensures freedom of information worldwide.

The auction is open worldwide now, with people able to place their bids at www.thelegendaryposters.com until 13 April 2014.

Christophe Deloire, Secretary General at Reporters Without Borders, commented, “We are extremely happy to be supported by Heineken and the Legendary Posters campaign.  We appreciate the global adventure every poster has undertaken to transform into a unique artwork, with the proceeds that each will raise helping us to defend freedom of information and support journalists worldwide.  Thank you so much Heineken for your great support!”

The posters themselves will be exhibited in a number of locations around Amsterdam, from now until the end of the auction period (April 13). Including an event at the Stedelijk, the Netherland’s premier modern art and design museum.

Sandrine Huijgen, Heineken Global Communications Director, commented, ‘Legendary posters is one of these fresh ideas, that comes naturally from living the brand every day, for both Heineken and W+K Amsterdam, and wanting to fuel its meaning with creativity. Legendary posters is a fresh idea. 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. 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’.

“Normally, we send relatively resourceful bearded men out into the world to gain some perspective and take part in a legendary journey. This time we decided to see what would happen if we sent a few pieces of paper instead. And in the process raise money for an organisation that is equally interested in finding out what’s going on out there in the world”, said Mark Bernath, Wieden+Kennedy Amsterdam Executive Creative Director.

The Legendary Posters is the latest creative iteration of Heineken’s Legends brand platform and was created with Wieden+Kennedy Amsterdam.

More about The Legendary Posters:
The auction period runs from today, Thursday 3 April, until Monday 13 April. Bids can be made online now at: www.thelegendaryposters.com

The posters will be displayed during this auction period at a range of locations in Amsterdam, The Netherlands, the home of Heineken. The locations are:
– April 3-13: Libertine Gallery, Prinsegracht 715, Amsterdam, 1017JW
– April 12: Stedelijk Museum, Museumplein 10, 1071 DJ Amsterdam (by invitation)
– April 14-21: Gallery 33, Pazzanistraat 33, Westerpark, 1014DB, Amsterdam

The Legendary Poster films:
– The one that played fire tennis against Jimmy Connors
– The one that went 60m deep in Dean’s Blue Hole
– The one that got altitude sickness on Kilimanjaro
– The one that jammed with a Russian Band
– The one that went to the movies Iceland style
– The one that had it’s ass kicked by Airton Cozzolino
– The one that made one giant leap for poster-kind
– The one that spent a night with a French Actress
– The one that wheelied on the ice of Lake Koshkonong
– The one that Brad Thorn made sweat
– The one that appeared from nowhere
– The one that got muddy with the beast
– The one that sailed over the Skógafoss waterfall
– The one that was almost kicked with a Ballon D’or by Ruud Gullit
– The one that owned the walls of Amsterdam
– The one that paid tribute to Marie Colvin
– The one that got some LA style

HEINEKEN LEGENDARY POSTERS CREATIVE CREDITS:

HEINEKEN
Global Brand Director: Gianluca di Tondo
Global Communication Director: Sandrine Huijgen
Global Communication Manager: Jules Macken
Global Digital Manager: Dario Gargiulo

WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors: Mark Bernath & Eric Quennoy
Creative Directors: Theirry Albert & Faustin Claverie
Interactive Creative Director: Edu Pou
Art Director: Vasco Vicente
Copywriter: Evgeny Primachenko
Head of Broadcast Production: Erik Verheijen
Director of Interactive Production: Andrew Allen
Broadcast Producer: Judd Caraway
Broadcast Associate Producer: Stjin Wikkerink
Interactive Producer: Matthew Ravenhall
Planner: Nick Docherty
Group Account Director: Jordi Pont
Account Director: Clare Pickens
Account Management Lead: Jorge Fesser
Account Manager: Elianne Vermeulen
Head of Studio: Jackie Barbour
Art Producer: Jorge Fesser
Studio Artist: Philip Cronerud
Project Manager: Stacey Prudden
Business Affairs: Justine Young
PR Strategist: Claire Beesley

FILM PRODUCTION
PRODUCTION COMPANY: PARK PICTURES UK (Lead Production Company)
Lead Director: Camille Herren, Park Pictures
European Director: Quentin van den Bossche, W+K Amsterdam
New Zealand Director: James “Red” McLeod, Whero Fillms
BMX Director/DP: David McGrory
BMX Production Company: National Picture Show Entertainment, LLC
Producer- BMX Episode: Maximillian Osswald
Production company Iceland episodes: True North Iceland
Producer- Jimmy Connors Episode: Brett Connors
Underwater DP- Bahamas episode: Daan Verhoeven

EDITING: THE GENTLEMAN’S CLUB
Lead Editor: Will Judge, The Gentleman’s Club
Secondary Editor: Quentin van den Bossche, W+K Amsterdam
New Zealand Editor: James “Red” Mcleod, Whero Films

AUDIO POST: WAVE STUDIOS AMSTERDAM
Sound Designer/Mixer: Randall Macdonald, Ed Downham, Dugal Macdiarmid
Audio Post Producer: Ben Tomlin

POST PRODUCTION: MPC AMSTERDAM
Lead Colorist: Aline Sinquin
Additional Colorist: James Tillett
VFX Supervisor: Jim Spratling
Color Producer: Ellora Chowdhury
Post Producers: Sharrudin Rosunally, Amy Richardson

INTERACTIVE PRODUCTION
Digital Production Partner: Resn

PRINT PRODUCTION
Photography and Retouching: Dario Fusnecher, W+K Amsterdam

*Music and additional credits available on request

About Heineken®
The Heineken brand, that bears the founder’s family name – Heineken – is available in almost every country across the globe and is the world’s most valuable international premium beer brand.

To follow Heineken® on Twitter visit www.twitter.com/heineken and to become a fan on Facebook go to www.facebook.com/heineken. To view videos, subscribe to our YouTube channel at www.youtube.com/heineken or visit the Heineken Tumblr page at http://heineken.tumblr.com

About Reporters Without Borders
Reporters Without Borders promotes and defends the freedom to be informed and to inform others throughout the world. Based in Paris, it has international offices (Berlin, Brussels, Geneva, Madrid, Stockholm, Tripoli, Tunis, Vienna and Washington DC) and more than 150 correspondents in all five continents.

To follow Reporters Without Borders on Twitter visit www.twitter.com/RSF_RWB and to become a fan on Facebook go to www.facebook.com/Reporterssansfrontieres. View videos or subscribe to our YouTube channel at www.youtube.com/user/RSFinternet

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