With all the noise in today's world, attracting attention, driving traffic and generating the right buzz around your brand is a constantly moving target. With the look and feel of a travel show, 12 For 12 is an original docuseries that explores cool brands in Chicago and what makes them unique, successful and compelling.
SEASON 1: CHICAGO
Episode 1: Few Spirits
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Located just north of Chicago, Evanston, IL, was the home of the The Woman's Christian Temperance Union (WCTU) and a completely alcohol-free, or “dry” city, for nearly a century. In dire need of liquor laws that weren’t penned the same year as the invention of the Band-Aid, FEW Spirits overturned century-old prohibition laws to become Evanston’s first distiller of grain spirits within the city limits.
In this inaugural episode of 12 For 12, Adam Voss talks with founder and master distiller, Paul Hletko, to explore what makes FEW a brand that so MANY have flocked to in the last "few" years. |
Episode 2: Artpentry
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Floyd A. Davis IV is a marketing machine. Sporting contracts with global brands such as Nike, MillerCoors and Redbull - and a growing client list of Chicago's top advertising firms - he is building a brand that seasoned marketers would kill for.
He's done it all with great ideas, hard work and by believing if you build it, AND you have the right social media savvy, THEY WILL COME. Watch the latest installment of 12 For 12 to find out more him and his company Artpentry. |
Episode 3: Threadless
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As a multi-million dollar t-shirt company, built on a multi-million member community of artists and designers, Threadless was born in the year 2000, from the minds of Jacob DeHart, and current CEO, Jake Nickell. The idea was simple: to create a platform where anyone could create and upload their own design and have the community of 'makers' vote on which shirts would get printed and sold. At Threadless, they simply call this "Make Great Together." It's a slogan that's been the cornerstone of their success for the past 15 years.
In this episode of 12 For 12, Adam visits their gallery-cum-warehouse headquarters to find out how making great together has helped Threadless become such a vital and booming brand. |
Episode 4: Reckless Records
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Vinyl records sales are growing faster than digital downloads and streaming. According to data by Nielsen Soundscan, more than 9.2 million vinyl records were sold in the U.S. last year—an astonishing 52% increase over the year before.
The Wall Street Journal reports that the vinyl sales are the highest since Soundscan started tracking them back in 1991. Even more startling are the figures that show a decline of digital downloads. In this episode of 12 For 12, Adam heads to Chicago’s largest record store, Reckless Records, to find out what’s behind the resurgence of vinyl in Chicago. |
Episode 5: Cards Against Humanity
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Chicago-based Cards Against Humanity “is a party game for horrible people.” At least that’s what it says on the box. But below the lid is an absurd tsunami of topics touching on all things comedy and tragedy, philosophy and popular culture, integrity and vulgarity, semantics and anti-semitism, the English language and the English actor Daniel Radcliffe–all printed and packaged on stark, black and white playing cards.
In this episode of 12 For 12, Adam heads to Cards Against Humanity to find out how, with all its taboo topics and bouts of absurd humor, it has been the top-selling card game on Amazon for five years straight. |
Episode 6: Green Mill
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For nearly 110 years, Chicago has been home to one of the world’s oldest and greatest living shrines to jazz, the Green Mill. Located in Chicago’s historic Uptown neighborhood, it sits between the Aragon Ballroom, the Riviera and long shuttered Uptown Theatre—but stands apart from any other jazz club in the world.
For the past 30 years, Dave Jemilo has owned, managed and carefully curated the music at the Green Mill. But how has he managed not only to preserve this classic cocktail lounge and shrine to jazz, but to make its original formula more successful than ever? In this episode of 12 For 12, Adam heads to Uptown to answer this question. |
Episode 7: Stern Pinball
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Stern Pinball traces its lineage to the beginnings of modern pinball. Chairman and CEO, Gary Stern, founded the company in 1986. His father, Sam, was a former owner and President of Williams Electronics. And today the game is on the rise all over the world thanks in a big part to these Chicago-based wizards keeping the ball in play.
Offering a full-range of collector and arcade quality pinball games, merchandise, parts and accessories, Stern is the oldest, largest and last-standing commercial pinball manufacturer in the world. In this episode of 12 For 12, Adam heads to Stern and Logan Arcade, to do some serious coining, and to find out how they’ve kept the magic alive by manufacturing FUN. |
Episode 8: Intelligentsia Coffee
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The only thing more American than apple pie is… coffee. But not all coffee is created equal. Doug Zell and Emily Mange founded Intelligentsia Coffee in October of 1995, with the goal of elevating coffee to a great fresh-roasted experience served slow. Little did they know then that their fledgling coffee bar on Broadway would evolve into the ever-beating heart of the “Third Wave” coffee movement, and spread across the country.
In this episode of 12 For 12, Adam Voss heads to Intelligentsia Coffee to experience coffee that's so much more than caffeine delivery, but an experience that will forever change the way you think about coffee. |
Episode 9: The Second City
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The Second City first opened its doors in Chicago on a snowy night in December 1959 and has grown into the most renowned improvisational comedy enterprise on the planet, by borrowing from the basic tenet of improv, “Yes, and…” And with locations in Chicago, Hollywood and Toronto—they’re just getting started.
Like the greatest names in comedy, 12 for 12‘s host, Adam Voss, also started telling stories at The Second City. In this month’s episode, Adam returns to his past to revisit what makes being in the present, listening, and taking risks so important to building successful brands—and to making every moment matter. |
Episode 10: Vosges Haut-Chocolat
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Founded in 1998 by Le Cordon Bleu trained chef, Katrina Markoff, Vosges Haut-Chocolat tells stories about the world through chocolate. Blending premium chocolates with exotic ingredients, every piece of Vosges celebrates culinary diversity, unique flavors and unparalleled passion.
Offering an impressive array of products, Vosges produce six and a half million chocolate bars and two million truffles every year. Yet even at this volume, their six retail locations (across Chicago and New York City), resonate the romantic decadence and slow indulgence of their brand. In this episode, Adam finally slows down and bites into a delicious piece of pure imagination. |
Episode 11: 16" on Center |
Although you’ve probably never heard of Chicago-based 16” on Center, chances are you’ve stumbled upon (or more likely, out of) one of their growing number of bars, restaurants and music venues. And while their name is derived from the construction term meaning the center mark that makes the strongest build, their ‘brand’ is the gestalt of each unique location they launch, or more importantly, the resulting community it creates.
From Evanston to Hyde Park, Ukrainian Village to Logan Square, and Pilsen to the Loop—just to name a few footprints—16” on Center’s venues draw Chicagoans out of their homes, enabling them to unplug, engage and be part of their neighborhoods. So, in this eleventh episode of 12 For 12, Adam suffers for his art and explores all the indulgences of 16” on Center, and surprisingly, manages to maintain his balance and his dignity. |
Episode 12: Goose Island
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Chicago craft brewers Goose Island Beer Company have been a long-standing figure in the city’s beer scene, lasting from an era when they were the only active brewery in town to today (Chicago now boasts close to a hundred). Over the years, Goose Island has relied on their innovative spirit and uncompromising focus on product excellence to stay at the top of the brew chain in an ever-growing market.
In the final episode 12 for 12: Chicago, Adam taps the keg with a frothy story of a company typifying all that makes for a great brand. So, pour your favorite Goose Island brew, cozy up, and dive in as we explore our last episode of 2016. |
SEASON 2: ATLANTA
Episode 1: [adult swim]
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Created in 2001 by Mike Lazzo, [adult swim] is the strange and nocturnal sister of Cartoon Network. Programmed by Williams Street Productions, a subsidiary of Turner Broadcasting, operating nightly from 8 PM – 6 AM. In its 16 years of broadcasting, [adult swim] has produced dozens of original shows and has been the top programming block among adults 18-34 for the past 12 years.
In this first foray into Atlanta, Adam goes behind the scene of [adult swim]'s non-traditional approach to programming, and talks with some of the creative minds behind their brilliant and bizarre creations. |
Episode 2: Yacht Rock Revue
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Borrowing from the vast canon of 70s Lite Rock, Yacht Rock Revue dazzles audiences. Pitch-perfect renditions of Hall and Oates, Elton John, the Eagles, Michael McDonald, Led Zeppelin, The Beatles, Wings (the list goes on and on) has garnered accolades such as “Best Place to Get Drunk With Your Dad,” “Best Overall Music Act in Atlanta,” and “Best Place to Start an Extramarital Affair.” The group has been a long-standing staple in the Atlanta music scene, and many denizens have a great Yacht Rock Revue story.
Grab your Sperry’s and a tropical drink, music fans. In this episode of 12 for 12, Adam hits the high seas with cover band revolutionaries, Yacht Rock Revue. |
Episode 3: Waffle House
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Currently serving up joy at over 2,000 locations across the United States, Waffle House was born from humble beginnings with a single restaurant that opened Labor Day Weekend in 1955. Founders Joe Rogers Sr. and Tom Forkner joked they only ever wanted to create a few restaurants and then go fishing. Millions of happy customers later, though they never found time to fish, but they did accomplish something truly extraordinary.
This cultural icon is a classic for all the right reasons. For our third episode in Atlanta, we are so happy to salute a brand that has stayed true to its roots for over sixty years, bringing out the best in casual dining and forever showing its community a little scattered, smothered, and covered love. |
Episode 4: King of Pops
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Atlanta-bred brothers, Steven and Nick Carse, began King of Pops in 2010 after leaving the corporate life behind. After humble beginnings with a recycled push cart, King of Pops has grown its footprint over the past seven years to include a dog treat company, “pop-tail” bars, a Christmas tree delivery service and, even, a 60 acre farm—all to the delight of their fans.
If you can’t make it to one of King of Pops’ locations across the South for a refreshing Chocolate Sea Salt popsicle, we’re truly sorry, because watching this episode without product-in-hand is a challenge. They bring the best to all aspects of their business, and that’s why this has been such a fun story to tell. |
Episode 5: Alpharetta Food Scene
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Located 25 minutes north of downtown, Alpharetta is one of Atlanta’s fastest growing suburbs outside the perimeter (or OTP as the locals say). A burgeoning business center attracting Fortune 500 tech giants, Alpharetta is quickly becoming one of Atlanta’s favorite foodie destinations for farm-to-table food, wine and craft cocktails.
In this long-awaited return of 12 for 12, Adam heads to Alpharetta’s Restaurant Holmes, South Main Kitchen and Butcher & Brew to taste the flavors that are promoting revitalization, bringing great brands to a community, and in turn, creating the resurgence of a great community. But before you watch, a warning: food porn abounds, viewer discretion advised. |
SEASON 3: USA
Episode 1: Shinola Detroit
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Birthplace of US auto manufacturing, Motown music, and public works—Detroit is one of America’s most iconic cities. Once considered the heart of the American Dream, in the latter part of the 20th Century, Detroit was shaken by racial unrest, a struggling auto industry, and mass migration of residents leaving the city. Yet as any local will tell you, never discount Detroit.
In the last five years the city has experienced a significant re-birth, due much in part to the people, companies and brands like Shinola Detroit--bringing new life, new jobs, and renewed pride to the city. In this episode of 12 for 12, Adam explores Detroit and learns more about Shinola’s brand, and the part it’s playing in being called “America’s Great Comeback City.” |
Episode 2: Onewheel
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Often described as an electric skateboard (which it’s not), Onewheel is one part brain, one part battery, one part motor and all-Onewheel-wonder. With two models to choose from, their newest model touts a 12-18 mile range on a single charge, with speeds of up to 20 mph—making it a legitimate commute and adventure vehicle.
Headquartered in Santa Cruz, CA, and manufactured of in San Jose, CA, Onewheel has been featured in publications such as CNET, Sports Illustrated, Popular Mechanics, to name but a few. But never before has Onewheel been properly probed by 12 for 12’s own marketing geek—this time with fellow no-host / co-host (Joe Wagner) to tear up trails in true thrasher fashion! |
Episode 3: Sofar Sounds |
Founded in 2009, Sofar Sounds hosts intimate and secret performances in wide range of unique venues—from homes and apartments to co-working spaces, rooftops, breweries and galleries. More than a music events company, Sofar is truly a global group of artists, audiences, and community members across 425 cities and 65 countries. Sofar’s principal mission is to provide an intimate place to enjoy live music, free from the distractions of technology and social media.
In this episode of 12 for 12, Adam explores the “super-sonic” affect of Sofar Sounds from LA to Chicago to New York and London. Grab a drink, turn up the volume, and silence your phones... because this episode is Sofar, and so good. |
Episode 4: Shinesty |
Since its start in 2014, Shinesty has been all about clothes that like to party. Their mission is simply to provide customers with the most outlandish collection of clothing the world has seen.
Shinesty’s unflinching (and seriously fun) commitment to this mission has been a huge factor in their success. But they really started to blow up by subscribing to simple and honest formula: hysterically clever content, viral social media, and unapologetic authenticity. With partying, skiing and après-in’ on the agenda, Adam again enlists the expertise of no-host/co-host, Joe Wagner, to take a high altitude look the business of hijinks, shenanigans and ballyhoo—and learn that it’s not about who wrote the book on partying... but who’s reading it that matters. |
Episode 5: Squatty Potty
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Two-thirds of the world squats to poop, including the majority of people on the Asian continent. Why, you may ask? Because the angle of evacuation—the angle between the anal canal and the rectum—helps to ensure that we are continent. When we want to have a bowel movement, a muscle around the rectum relaxes, which straightens the angle between the anus and the rectum allowing us to defecate.
It was this fact that led the Edwards family of St. George, Utah, to bear down on the simple genius of geometry and the Squatty Potty® toilet stool. In this episode of 12 for 12, Adam heads to Utah to put the stool to the ultimate test… with the best stool of his life. Lock the door, pop a squat, and get ready for the best poop of your life! |
Episode 6: Voodoo Doughnut
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Founded in 2003, Voodoo Doughnut quickly went from being a symbol of Portland’s quirkiness to a must see, international tourist destination. Now with eight locations—and more on the way—Voodoo is known for having the world’s most unique and Instagrammable doughnuts. Founded by two barons of mojo cool, Tres Shannon and Kenneth “Cat Daddy” Pogson, Voodoo is celebrated for its delicious doughnuts, eclectic music, eccentric decor and iconic pink boxes featuring Baron Samedi, loa of the dead in Haitian Voodoo.
In this episode of 12 for 12, Adam once again enlists the appetite of no-host/co-host (and Oregon resident), Joe Wagner, to take a bite into the delicious world of Voodoo Doughtnut. Get ready to roll the doughns, lick your lips and enjoy! |
Episode 7: SXSW
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Conceived as a local music festival in 1987, in its 30+ year run SXSW has become the preeminent celebration of all things interactive media, emerging technology and high-octane experiences. Brand activations from technology, consulting and consumer companies alike add to the mix, giving the festival an international reputation as a breeding ground for big ideas and even bigger technologies. For a marketing geek on the hunt for new brands, this is the holy land.
In this episode of 12 for 12 (which took nearly four months to compile), Adam heads to Austin, TX to find out what makes this gigantic, un-gated conference so special… and why there’s something for everyone at SXSW… even the haters. |
Episode 8: FUNKO
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Located in the Everett, Washington, Funko has been creating pop culture collectibles for over 20 years. Founded by Mike Becker in 1998, Funko was originally conceived as a small project to produce nostalgia-themed bobbleheads—like the Big Boy mascot, Tony the Tiger, and the Grinch.
Funko’s growth has exploded over the last decade, due largely in part how well they’ve embraced the power of fandom, nostalgia and licensing with their Funko’s POP! line of collectibles. But Funko is not a toy company; it’s a half-a-billion-dollar brand built on the notion that everyone is a fan of something. In this episode of 12 for 12, Adam heads to Everett, WA (with superfan son, Jake) to find what makes Funko so special… and so POPular! |