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.

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.

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.