Learned
Lessons
Kennedy
David
Words by Simon Martin & Design by Ceros Inspire
MADE WITH BY
Passion
Juxtaposition
Story
humor
phil knight
The Lessons:
goes, you
might not always remember what somebody says, but you’ll
always remember how they made you feel. For the late advertising icon David Kennedy, co-founder of Wieden + Kennedy (W+K),
this could also be true of how he brought brands to a human
level with impactful emotion and brilliant storytelling.
As a pioneer of modern advertising, he capitalized on creating compelling brand narratives across various forms of media—
from print to video to the web and beyond. From developing
Nike’s first “Just Do It” video commercials to amplifying Native American social causes he believed in, the breadth of his advertising genius puts him in the rare class of creative legends who were brave enough to run with their visions and invite audiences to dream along with them.
AS THE OLD ADAGE
And in some cases, that means both fewer words and a
heightened approach to storytelling—such as letting just the
mere presence of certain characters alone do the talking.
Reveal
the Humor & Absurdity
in Everything
Boring and obvious just doesn't cut it when it comes to crafting
ads that people actually want to see. Instead of sticking with the first idea that pops into your
head, tell stories through the lens of unexpected humor without detracting from the vision.
Sell
the Story
Not the
Product
their own hero's journeys to tell was a brilliant way to connect
with audiences fast. In most cases, the
product being sold becomes second to the story.
Harmony
can live in
juxtaposition
the common with the absurd. Just because two things don’t
look like a perfect match doesn't mean they can't be one.
There are no
Substitutes
for Passion
& Experience
Kennedy to maintain his passion for pro bono work with causes he cared about. Kennedy expanded his world view
with a never-ending roster of new people and experiences.
Lots of people
say Nike is successful
because our
ad agency is so good.
In advertising, time is always of the essence. Always. How fast can you get an audience from “totally unaware” to “gotta have it”?
some cases, that means both less words and a heightened approach to storytelling—such as letting just the mere presence of certain characters alone do the talking.
idea that pops into your head, tell stories through the lens of unexpected humor without detracting from the vision.
As short micro-stories, commercials have roughly 30 seconds to sell something. For Kennedy, bringing in celebrities and athletes with existing hero’s journey stories—and adding to them—was a brilliant way to connect with audiences fast. In most cases, the product being sold becomes second to the story.
As a master of messaging, Kennedy always found a way
to mix yes with no, new with old,
While he was always working to craft a great narrative and
hone messaging through emotion for all projects, it was important for
Nike Co-Founder
“
Wieden + Kennedy
a human level with impactful emotion and brilliant storytelling.
As a pioneer of modern advertising, he capitalized on creating compelling brand narratives across various forms of media—
from print to video to the web and beyond. From developing Nike’s first “Just Do It” video commercials to amplifying Native American social causes he believed in, the breadth of his advertising
genius puts him in the rare class of creative legends who
were brave enough to run with their visions and invite audiences
to dream along with them.
“Just Do It”
creative legends
Wieden + Kennedy
a human level with impactful emotion and brilliant storytelling.
As a pioneer of modern advertising, he capitalized on creating compelling brand narratives across various forms of media—
from print to video to the web and beyond. From developing Nike’s first “Just Do It” video commercials to amplifying Native American social causes he believed in, the breadth of his advertising
genius puts him in the rare class of creative legends who
were brave enough to run with their visions and invite audiences
to dream along with them.
“Just Do It”
creative legends
pioneer of modern advertising
pioneer of modern advertising
time is always of the essence
“totally unaware” to “gotta have it”
time is always of the essence
“totally unaware” to “gotta have it”
fewer words
fewer words
heightened approach to storytelling
heightened approach to storytelling
unexpected humor
Boring and obvious
people actually want to see
Boring and obvious
people actually want to see
unexpected humor
Back to top
Back to top
messaging
Lesson 2
Back to top
Back to top
Lesson 3
Back to top
Back to top
Lesson 4
Back to top
Back to top
Lesson 5
Back to top
Back to top
micro-stories
celebrities and athletes
with audiences
second to the story
micro-stories
celebrities and athletes
with audiences
second to the story
master of messaging
new with old
perfect match
master of messaging
new with old
perfect match
messaging through emotion
pro bono work
new people and experiences
messaging through emotion
pro bono work
new people and experiences
1
Opposite: Wieden + Kennedy
Find the
Right Message then Go Bold
It’s like Babe Ruth trying to hit
a home run: if you miss, you miss,
but at least you swung
the bat as hard as you could.
david kennedy
Think we’re talking about advertising?
We’re not. We’re talking about priceless and
eternal life lessons—humility, kindness,
discovery, listening, growing, failing, getting
up again. That's Kennedy.
Former Creative Director of W+K
Jim Riswold
Passion
Juxtaposition
Story
humor
messaging
goes, you
David didn’t do
advertising. He did humanity.
Always watching,
inspiring and challenging us.
Chair of W+K
“
sarah hoffman
“
“
“
“
“
Lesson 1
01
05
04
03
02
01
02
03
04
05
Words by Simon Martin
Design by Ceros Inspire
s the old adage goes, you
might not always remember what somebody says, but you’ll
always remember how they made you feel. For the late advertising icon David Kennedy, co-founder of Wieden + Kennedy (W+K),
this could also be true of how he brought brands to a human
level with impactful emotion and brilliant storytelling.
As a pioneer of modern advertising, he capitalized on creating compelling brand narratives across various forms of media—
from print to video to the web and beyond. From developing
Nike’s first “Just Do It” video commercials to amplifying Native American social causes he believed in, the breadth of his advertising genius puts him in the rare class of creative legends who were brave enough to run with their visions and invite audiences to dream along with them.
Wieden + Kennedy
a human level with impactful emotion and brilliant storytelling.
As a pioneer of modern advertising, he capitalized on creating compelling brand narratives across various forms of media—
from print to video to the web and beyond. From developing Nike’s first “Just Do It” video commercials to amplifying Native American social causes he believed in, the breadth of his advertising
genius puts him in the rare class of creative legends who
were brave enough to run with their visions and invite audiences
to dream along with them.
advertising
advertising
pioneer of modern
time is always of the essence
“totally unaware” to “gotta have it”
celebrities and athletes
celebrities and athletes
01
01
02
03
03
unexpected humor
unexpected humor
connect with audiences
connect with audiences
01
02
03
04
05
connect
connect