⟶ WIEDEN+KENNEDY 12.7 APPLICATION
[ROLE] STRATEGY, PRODUCER
[CLIENT] WIEDEN+KENNEDY, W+K12
[YEAR] 2010-2011
THE BRIEF FROM WIEDEN+KENNEDY WAS SIMPLE: TAKE AN 8.5X11 SHEET OF PAPER, MAKE IT UNFORGETTABLE, AND MAIL IT TO W+K PORTLAND. IF THEY LIKE IT ENOUGH, YOU EARN A SPOT AT W+K12.
AT THE TIME, I WAS WEARING COMME DES GARÇONS ODEUR 53, AND LEANING INTO THE PSYCHOLOGY OF SCENT (HELLO PROUST EFFECT!), I CHOSE TO MAKE THE FRAGRANCE THE ACTUAL CENTERPIECE OF MY APPLICATION. I SPRAYED AS MUCH OF IT AS I COULD ONTO THE SHEET AND PRINTED ACROSS THE FRONT I WROTE, “HI, MY NAME IS EDWIN, AND THIS IS WHAT I SMELL LIKE.”
THE SMELL WAS INTENSE, HEAVY, AND LUCKILY, IT DIDN’T GET FLAGGED BY THE MAIL CARRIERS. W+K LOVED THE GAMBLE AND THAT SINGLE SHEET OF PAPER EARNED ME 12 MONTHS AT WIEDEN+KENNEDY PORTLAND.
WIEDEN+KENNEDY 12 (W+K 12) WAS AN EXPERIMENTAL INCUBATOR INSIDE W+K PORTLAND, LED BY AD LEGEND JIM RISWOLD. EACH YEAR, THE AGENCY SELECTED JUST 13 NON-TRADITIONAL CREATIVES (POETS, FILMMAKERS, ARTISTS, AND ENTREPRENEURS) TO RUN AN IN-HOUSE MINI-AGENCY HANDLING REAL CLIENT ASSIGNMENTS.
THIS PROGRAM HAS BEEN MY CREATIVE NORTH STAR EVER SINCE. RIP TO THE GOATS… RISWOLD, DAN, AND DAVE. FAIL HARDER.