Level up your creative strategy with Sir John Hegarty, will.i.am and leaders at TwentyFirstCenturyBrand, Walmart, Spotify, Hartbeat and more. RSPV and join Adweek Abroad in Cannes: The Business Case for Creativity at Whalar House, June 18–22.
Wired celebrated its 20th anniversary year in 2012 with a hidden and quite old-school little print puzzle. If you stack the January through December issues with the covers facing up, it reveals a (frankly hard-to-read) quote on the spines that Wired founding editor Louis Rossetto made in the first issue, in 1993: "Our first instruction to our writers: Amaze us." A reader in Riverside, Calif., named Ben Allen was the first to notice the pattern—realizing after the first nine issues that it was spelling out a message.