Wieden + Kennedy Recruits for School of 12 With Hidden Book
To recruit for this year's Wieden + Kennedy 12, a school to teach aspiring creatives the business of advertising, Wieden + Kennedy has "hidden" 240 copies of a book called What We Learned, a book documenting the first year of 12, with creative folk around the country and with owners of coffee houses, stores and galleries.
Application instructions for Year 3 are sealed inside the envelope attached to the back cover of these books. This is the only place that the instructions can be found. Those that aren't lucky enough to be friends with Sagmeister or John Stewart (apparently two of the folks the book hidden with) can visit the school's website and get clues as to the location of the hidden copies.
The book and the school are being talked about here and here and we had a few things to say when the school first launched.
I sent in my email a while back and just checked back to find the hidden locations. Didn't see it - did I miss the reveal?
I saw one in the mens room, Texaco off I-5, Sacramento exit.
Fuck you Weiden. Fuck your pretentious school and your fucking pretentious clues. Teaching people is a priviledge not a game. Are you only trying to attract sleuths? Is Scooby and the gang going to try and find your books? Maybe have Scooby snacks as a reward for those blessed enough to find you brochure... which I am sure is printed on handmade pulp paper. Dicks.
I don't want to interupt Gordy when he has a good rant going but I thought I might add the view of someone who actually went looking for one of these things. I contacted WK last week about finiding a book. After a short email exchange with the guy that runs the program I was given a clue as to the location of a book in New York. There was no sleuthing involved, just a little bit of dedication. Every school makes you jump through hoops to apply. As far as I can tell the only difference with this school is that the hoops aren't entirely punishing. Oh and Gordy the book, while not "printed on handmade pulp paper", was pretty damn cool.
Oh boy do you get it. Make sure your application is this open and smart and you'll be just fine.
ps. If the application process pisses you off, the school ain't for you. If the application process gets you amped, then the school is for you. And that is by design, by the way.
I just found one in DC.
I've very excited.
How do I tell the hardest story to tell - my own.
Former-12er: Was it worth it? What did it do for you...what did you do for others?
i found one in the stacks at powell's
We are looking for candidates for year 5.