The campaign generated awareness of over 28.5 million earned media views for Reporters Without Borders and Heineken and more than 2,000 people visited gallery events.

The Legendary Posters Tumblr site got 255,215 page visits. 75% of these were unique, with visitors spending 5:20 min on average on the site. There were over 151,000 views of the posters experiences - 87% of these organic.

Click rates on Facebook were up to 3.53% (benchmark 2%).

25% of visitors bid on posters. The highest poster went for 2,115 euro and the collection has raised over 25,000 euro for Reporters Without Borders to date.

To drive heightened awareness and bidding, we connected with an audience who had an authentic interest in each poster’s story.

City wide exhibitions allowed people to get up-close, exploring every unique mark and nuance to drive organic sharing, online viewing of the films and bids via the custom Tumblr page.

We displayed the posters in outdoor locations hyper-relevant to their story. Taking The one that got its ass kicked by a kite-surfing champion back to the beach; the French actress’s date to a European Film festival. Posters were exhibited in popular galleries including the Stedelijk Museum Amsterdam bringing credibility to the artworks.

Facebook interest targeting enabled us to distribute films to specific Heineken fans worldwide based on niche interests.

We got into places previously untouched by traditional outdoor, and used advanced audience targeting to reach people most likely to engage, socially advocate and place a higher value on the poster.

Stemming from a shared belief in the importance of global storytelling and crossing borders, Heineken partnered with over 40 Legends from the worlds of sport, entertainment and art to create a series of extraordinary posters in support of global non-profit, Reporters Without Borders.

Each poster began as a blank canvas but undertook an epic global journey, returning with its own unique story to tell. With an aspiring Man Of The World audience, always seeking inspiration and stories of their own, the idea that even a simple piece of paper could become legendary was particularly motivating.

To take the posters’ stories beyond the paper, their creation was captured on film, raising greater awareness of the partnership with Reporters Without Borders and its pursuit of freedom of information across the world. This led to the creation of tangible, monetary value for the posters themselves that was realised in a charity online auction.