THE KENNEDYS APPLICATION WEBSITE by Wieden + Kennedy Amsterdam for WIEDEN+KENNEDY AMSTERDAM

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THE KENNEDYS APPLICATION WEBSITE

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Industry Colleges, Universities & Education Centers, Business equipment & services, Corporate Image
Media Design & Branding
Market Netherlands
Agency Wieden + Kennedy Amsterdam
Executive Creative Director Mark Bernath, Eric Quennoy, Duncan Marshall, Jason Levine
Creative Director Alvaro Sotomayor
Designer Cari Vander Yacht
Released February 2011

Credits & Description

Category: Self Promotion
Advertiser: WIEDEN+KENNEDY AMSTERDAM
Product/Service: IN-HOUSE APPRENTICESHIP PROGRAM
Agency: WIEDEN+KENNEDY AMSTERDAM
Date of First Appearance: Feb 3 2011
Entrant Company: WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.thekennedys.nl/
Executive Creative Director: Mark Bernath (Wieden+Kennedy)
Executive Creative Director: Eric Quennoy (Wieden+Kennedy)
Creative Director: Alvaro Sotomayor (Wieden+Kennedy)
Senior Project Manager: Sharon Kwiatkowski (Wieden+Kennedy)
Designer: Cari Vander Yacht (Wieden+Kennedy)
: Jordi Martinez (Wieden+Kennedy)
: Jesus Gollonet (Wieden+Kennedy)
: Leigh Hibell (Wieden+Kennedy)
Media placement: Website - Online - February 3, 2011 / 3 Months

Describe the brief from the client
Launch a web-based campaign to draw creative talent to the Wieden+Kennedy Amsterdam office for a six-month, in-house creative apprenticeship program. The campaign must attract multi-disciplinary creatives (writers, photographers, artists, designers, filmmakers, animators, tech developers, game designers, doers, makers, thinkers, schemers and plotters) with a personal voice and unique creative vision. The Kennedys, inspired by agency founder David Kennedy, are therefore six participants who will have the opportunity to work as a separate group within Wieden+Kennedy Amsterdam on real projects with real deadlines.

Describe the challenges and key objectives

Key objectives were to create and develop a simple, impactful visual identity. The apprenticeship program will be an intense, powerful experience for all involved, and we wanted that tone to be reflected. With the program based around the question "What does the future look like?" the identity had to have an eye on what was to come for the future candidates. In response to this question, a strong type driven system was developed to support the imagery created for this identity.

Describe how you arrived at the final design
The type system developed was inspired from the aesthetics of neon signs. Neon lights indicate bold statements, energy and most importantly late nights; the raw, straightforward nature of neon lent itself well for developing both a logo and a typeface. Upon completion of the logo and typeface, a library of "neon" images was created to compliment the campaign. These images encompass the possible future of the Kennedys, lots of work and lots of play.

Give some indication of how successful the outcome was in the market
Applications were accepted via the site from February 1, 2011 to March 31, 2011. Within those two months there were 16,928 unique visitors from 107 different countries/territories. Social media and PR also played a large part in viewership with 49% of traffic being referral. Additionally, the office twitter stream referencing the website received “top tweet” status, a first for the Wieden+Kennedy network. Although The Kennedys was only open to EU applicants, we received an overwhelming 937 applications at the end of the two months.