Wieden + Kennedy's History of The Internet

When Kim Kardashian tried to balance a champagne glass on her a** for Paper Magazine in 2014, the "Internet broke", to say the least about going viral. However, it was less at the atrocity of the social media mogul- reigning in 46.2m followers since, among her peers- than at its admittance, that she has also come to define the Internet: total self-disclosure, partial-state-of-undress selfies, and depending how strong your WiFi connection is, a tool that has surveyed, governed, and changed our lives irrevocably.

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What's interesting then is that global advertising agency Wieden + Kennedy has furthered this discourse. Appropriately, it has churned out a page-long response for the 20th Annual Webby Awards, as part of other 20 notable works, which include organizations like Tumblr, NASA, Google, and, even, creative agency Kinetic Singapore, whose influence has had a hand in shaping our future.

Instead of crowing about its benefits or embedding it with human stories that honour its genesis, Wieden + Kennedy has broached the topic in a free and interpretative way, by "objectively" putting the Internet in context with its enduring history. Noteworthy remarks, like sound bites from popular culture, are included as much as its impact to advertisers, a concern that has challenged marketers to rethink about ways to connect with its audiences.

Over the next 20 weeks, a host of ideas will start unfurling from various organisations in tandem with the theme, "The Internet Can't Be Stopped." It's almost retrospective to think that every company listed has touched our lives one way or another. What the Internet should then be to them will also be related in poster-sized prints.

Relevancy is what makes this campaign so inclusive and exciting to follow. "Self-destructing videos" points to Snapchat and "#FirstWorldProblems" is a quintessential millenial gripe. Let's just say the Internet has a long tedious background that will never see a clean slate.

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