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.
