Heineken partnered with over 40 legendary individuals from the worlds of sports, entertainment and art to create a series of unique posters to support Reporters Without Borders, a nonprofit that protects journalists and ensures freedom of information worldwide. To represent the importance of crossing borders, blank white canvases were sent around the world to meet extraordinary people and tell, visually, the story of their journey. 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 artwork, bearing the physical marks of its epic adventure and the creative signature of the collaborator who customized it. The posters were exhibited in a number of Amsterdam locations in April, including the city’s most popular galleries and a live event at the Stedelijk, the Netherlands’ premier modern art and design museum. They were also displayed on a custom Tumblr site, along with a selection of short films documenting the creation of the series. The posters were auctioned through a built-in eBay tool on the site, and all proceeds were donated to Reporters Without Borders.
Dutch design studio LUST created an installation for the Stedelijk Museum in Amsterdam.