On 3 April 2014, Heineken launched an auction of 40 posters co-created with international personalities from art, entertainment and sports, including former tennis world number one Jimmy Connors and Dutch footballer Rudd Gullit. Proceeds from the auction were pledged to Reporters Without Borders, a non-profit that works to protect journalists and ensure freedom of information.
Titled ‘The Legendary Posters’, they were up on an eponymous custom-created website. The site allowed people to bid for each poster and also tells the story of the creation of each poster through a video.
The campaign was orchestrated by Wieden+Kennedy Amsterdam, and the results are out now.
The Tumblr site received 2,55,215 pages visits from 126 countries, with visitors spending 5.20 minutes on average. It is claimed that 25 per cent of visitors bid for the posters,raising 25,369.75 Euros for Reporters Without Borders.
In addition, over 2,000 people visited gallery events hosted on-ground, and the campaign generated awareness of over 28.5 million earned media views.