In years past, the W+K 12
recruitment process has been very mysterious; most applicants apply without any concrete understanding of what 12 really is.
This year, we wanted to capitalize on that 12 mystique and advertise a fake (and totally tongue-in-cheek) secret society. We sent out letterpressed influencer notes and gave colleges larger-than-life scrolls that led potential applicants to the website
As the user interacted with the website, the top navigation buttons changed states to reveal a passcode. When the passcode was entered at the bottom of the page, a video detailing
application instructions was revealed.
In addition to the formal application, we created an instagram contest in which potential 12’ers could apply by tagging a of photo of themselves with #wk12skills. The person we deem most “skillful” automatically makes it to the second round of recruitment.
After the application period closes, 12iseverywhere.com
will transition to a alumni page. Visitors will be able to click on any of the red seals distributed worldwide to find out where a former graduate of the “Society of 12” has ended up.