My Better Is Better - New Nike... New Weiden + Kennedy

American advertising's creative mainstream coursed away from the New York-Chicago-Los Angeles axis in the '80s as telecommunications technology dissolved distance barriers. Wieden & Kennedy, founded in 1982 in Portland, OR, emerged as the creative magnet for this change. Dan Wieden's shop won awards by living on the edge of controversy with irreverent work. Eschewing research and traditional elements, Wieden produced breakthrough work for Pepe jeans, Subaru, Nike, Honda motorcycles, Microsoft, ESPN and TV Guide, and more advertisers, and agency creatives, "discovered" the Northwest.