The Audacious School of Astonishing Pursuits (ASAP)
by ED
Award Level: Nominee
Category Name: Weird
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“We built each section of the site as a WordPress Gutenberg block in React with shared code between the front end and the back end. This allowed us to provide the client with a full visual editing experience.”
— Daniel Lever, Technical Director at ED
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ED. worked with ASAP to create a digital platform that combines intelligent design with playful parody, demystifying advertising while fostering an inclusive space for mentorship and creative growth.
The challenge
Jason Bagley, a Wieden+Kennedy veteran, came to us with the ambition to create the world’s premier coaching and mentorship program for advertising professionals. Embodying a spirit of irreverent exuberance, the challenge was to demystify the world of advertising.
The solution
Our solution was to create a brand, then a web experience, that was made with both a high degree of intelligence—and an equally high degree of stupidity. Halfway between an infomercial and a designer’s fever dream, the ASAP brand is a loving parody of the advertising world.
The results
While its mission is serious—building an inclusive space to pass on hard-earned knowledge to the industry’s next leading creatives—the tone is delightfully silly, celebrating imperfect people who unselfconsciously go for it. Every aspect of the brand dives into the pre-internet world of advertising—and brings back something clunky, strange, and nostalgic.
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