JWT has pioneered many of the standards that define modern advertising, including the creation of the creative department, and the hiring of the first female writer / creative director (in 1907!) We created a microsite that followed the timeline of JWT’s achievements and samples of iconic advertising the company has created, putting them in context with historical events.
A set of campaign brand guidelines and resource kit was created, with suggested activations and collateral. The guidelines were sent out to all global offices, and was immediately embraced; the global offices utilized the branding in very creative ways.
In developing the logomark, we visited the JWT archives housed at Duke University and discovered the company’s original logo, believed to be one of the first registered brand marks in the United States. The Owl was an important symbol for JWT historically, and became one once again with it’s resurrection for the company’s 150th anniversary.
Custom embossed Moleskine notebooks were created as employee and client giveaways.
The JWT Brazil office utilized the JWT 150 branding resource kit and guidelines to create packaging for a specially brewed beer they made for the 150 years celebration.
The campaign culminated in December with a 24 hr party that spanned the global network, tracked by a website which aggregated social media based on the #JWT150 and related hashtags, as well as allowing offices to connect via webcams. The JWT 150 campaign was covered in the New York Times, AdWeek, Communication Arts, and Creativity, among others, and took an award with PR Week for best in house team.
