Susan Hoffman, employee #8 at the legendary PR firm Wieiden + Kennedy spoke about the process behind so many of the iconic, moving and controversial advertisements for which she was the creative lead. In each and every campaign for Nike, Old Spice, Kentucky Fried Chicken, and Procter & Gamble context played a vital role. Nike’s famous brand message: Just Do It! has more power when the message is embedded in the context of a story about female athletes in India, or disabled athletes overcoming huge challenges to become storied heros. Her stirring presentation inspired everyone to remember that true creativity comes from being brave, giving voice to the truth and not being afraid to look stupid.
Museum of International Folk Art curator of North American and European Art, Laura Addison followed with a compelling presentation about how Alexander Girard’s travels and folk art collecting obsession informed his designs. Addison then went on to show how other nationally known artists’ work was informed by the place and culture they inhabit — a place called New Mexico.
The legendary and humble Hella Jongerius gave the final presentation in which she explained her design process. Jongerius beautiful products belie the effort and thoughtful consideration expended in their creation. Extremely talented in designing across multiple categories and skilled in working with many mediums, Jongerius considers the design brief, materials, makers, manufacturing process, the end use, and the environmental footprint. In accounting for the context in which she is creating, Jongerius’ designs stand above all others and remain timeless.
In the midst of all this, Summit guests had time to visit the extraordinary Museum of International Folk Art to see Alexander Girard: A Designer’s Universe, curated by the Vitra Design Museum, tour the exceptional 30,000-piece ethnographic textile collection and enjoy a paper marbling workshop led by Anna Murray.