The Legacy Lab™ is a L.A.-based think tank that explores the dynamics of long-term branding in a 140 character world. This print campaign was launched to promote its inaugural class of Legacy Lab Honors.
The Visionaries Wanted campaign is designed to look like a classified ad, and highlighting specific accomplishments of visionaries, in this case, Patagonia's Yvon Chouinard and Robert Safian, the editor who took Fast Company to the next level. The two categories for the nominees are either founders who keep the brand strong (like Chouinard) or Refounders like Safian who expanded the brand.
If you're scratching your head a bit, here's a description from their website.
Inspired by our conversations with some of the world’s most remarkable brand leaders, The Legacy Lab is proud to launch The Legacy Lab Honors Program—a unique, peer-voted program created to recognize those rare leaders whose brands are creating a lasting legacy in the world.
Each year The Legacy Lab Honors Program will recognize 10 laureates—five founders and five refounders. Founders are entrepreneurs who are still leading the brand they established or cofounded more than three years ago. Refounders are leaders who have been guiding more established brands through their next chapter.
The Peer Council identifies nominees and selects laureates in line with three criteria: (1) leaders who inspire us with their long-term vision, ambition and innovations; (2) leaders who recognize and realize opportunities to drive society forward; and (3) leaders who mobilize communities inside and around their organization to create lasting change in the world.
From that group of nominees, the Peer Council will then recognize the founder and refounder with the longest sustained brand legacy. Both leaders will be granted a bursary to support an individual or organization that aligns with their brand’s enduring ambition to build a better world. In 2017, these special honors go to Yvon Chouinard, founder of Patagonia since 1973, and David Remnick, editor of The New Yorker since 1998.
In this, our inaugural year, we’re proud to welcome our first laureates. Please join The Legacy Lab and The Peer Council in recognizing their ambition and achievements.
If you go to the website you can see all of them including Jeff Bezos and Debbie Sterling of GoldieBlox who you may remember as the person who infringed on the Beastie Boys.
I can't think of anything wankier than this. As if these founders and refounders need yet another accolade from advertising or otherwise let alone a bursary. What's also amazing is how first thought the print ads are. They're the opposite of visionary.
Think Tank: The Legacy Lab™, Los Angeles, CA (USA)
Chief Creative Officer: Chris Graves
Chief Strategy Officer: Mark Miller
Jr. Strategic Planner: Lauren Mabuni
Associate Creative Director: Davide Vismara
Associate Creative Director: Mary Toves
Marketing Director: Heather Hogan
Senior Project Manager: Rosheila Robles
Associate Media Director: Elaine Evangelista
Media Planner: Jacky Yang
Associate Producer: Nikole Knak