Rebranding America: Dan Wieden, Wieden + Kennedy 12 (W+12)

W+K12, a creative school based in Portland, Oregon, is an experiment launched by design agency Wieden+Kennedy -- its designers, writers and strategic thinkers collaborate on client projects under the guidance of managing director Byron Oshiro and creative directors Tyler Whisnand and Hal Curtis. W+K12 seeks to discover different ways to create together, while serving as a laboratory for the advertising industry's best practices and newest thinking. This amazing artistic collective is named W+K12 because it selects twelve new, talented members every twelve months. (Special thanks to Wieden + Kennedy executive creative director Susan Hoffman.)

"America is a forever-young country, branding and rebranding itself incessantly. This is no country for old ad people to re-imagine -- that is best accomplished by the youngest hearts and minds. And that is why we turned to W+K12. They did not disappoint."

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