2 0 1 7
W I N N E R S B O O K
WE’RE LOOKING FOR PEOPLE WHO CAN WRITE, ART DIRECT, DESIGN,
STRATEGIZE AND MARKET THEIR WAY OUT OF A PAPER BAG.
Join Hy-Vee’s creative marketing team. Send your resume and portfolio samples to Liz at [email protected].
9210_Addys Creative Recruitment Ad.indd 1 1/20/17 4:13 PM
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What is the American Advertising Awards competition?
The American Advertising Awards Program is the advertising industry’s largest and most representative creative competition, recognizing creative excellence in the art of advertising.
Sponsored by the AAF, the American Advertising Awards competition represents the broadest creative spirit of advertising by recognizing all forms of advertising; in all varieties of media; created by all sizes and types of entrants; and from all over the country. More than 40,000 total entries are entered and judged annually.
Three-Tier Competition
The American Advertising Awards are unique among advertising creative competitions. It is the only competition that includes three arduous levels of competition.
Entries are first judged at the local level through competitions organized by nearly 200 ad clubs affiliated with the AAF. Winners from the local level advance to the second level of judging
and participate in one of 15 district competitions.After district winners are selected, they advance to the third level of judging – the national finals.
Award winners truly represent the best of the best. With the American Advertising Awards, it is the size of the idea that matters most, not the size of the organization that created the work, nor the size of the budget behind it. This distinction elevates the American Advertising Awards above virtually every other advertising competition.
More information on the national awards can be found on the National AAA’s website.
The Student American Advertising Award Competition
The American Advertising Awards student competition is held concurrently with the professional competition and is the largest student advertising competition of its kind. Although there are fewer categories, the student competition mirrors the three-tier structure of the professional competition.
C O N T E N T S
Cross Platform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Elements of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Film, Video & Sound . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Online/Interactive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Out of Home & Ambient Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Sales & Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Students - Cross Platform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
Students - Elements of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Students - Online/Interactive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Students - Sales & Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
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GOLD AWARD
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SILVER AWARD
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JUDGE’S CHOICE
BEST OF SHOW
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confluencebrewing.com
Creativity in a canConfluence cares about the creativity and craftsmanship
that goes into making excellent, locally brewed beer.
living life with PASSIONfrom the EVERYDAY to the EVERAFTER
www.fitnessmagazine.com
www.shape.com www.bhg.com
www.marthastewart.com
stir things up
www.allrecipes.com
www.mywedding.com
www.marthastewartweddings.com
www.eatingwell.com www.divinecaroline.com
Unique Ideas for Your Important Moments
living life with PASSIONfrom the EVERYDAY to the EVERAFTER
www.fitnessmagazine.com
www.shape.com www.bhg.com
www.marthastewart.com
stir things up
www.allrecipes.com
www.mywedding.com
www.marthastewartweddings.com
www.eatingwell.com www.divinecaroline.com
Unique Ideas for Your Important Moments
living life with PASSIONfrom the EVERYDAY to the EVERAFTER
www.fitnessmagazine.com
www.shape.com www.bhg.com
www.marthastewart.com
stir things up
www.allrecipes.com
www.mywedding.com
www.marthastewartweddings.com
www.eatingwell.com www.divinecaroline.com
Unique Ideas for Your Important Moments
living life with PASSIONfrom the EVERYDAY to the EVERAFTER
www.fitnessmagazine.com
www.shape.com www.bhg.com
www.marthastewart.com
stir things up
www.allrecipes.com
www.mywedding.com
www.marthastewartweddings.com
www.eatingwell.com www.divinecaroline.com
Unique Ideas for Your Important Moments
www.more.com
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CROSS PLATFORM
2016 AAAs Call For EntryBY: Avidity CreativeCLIENT: American Advertising Federation of Des MoinesCREDITS: Adam Feller | Art Director
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Sponsored by:
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STINESTINE® HP CORN HP CORN® HP CORN® ®
can push my yields up over 300 bushels per acre. can push my yields up over 300 bushels per acre. You don’t see that happen in this part of the country.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE TECHNOLOGY. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
MIKE ROSENBOHMNodaway County, Missouri
STINESTINE® HP CORN HP CORN® HP CORN® ®
has produced consistently high yields of 240 to 300 bu/acre. We has produced consistently high yields of 240 to 300 bu/acre. We even saw 400 bu/acre a few times. You’re at a loss for words when you see those numbers.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE PERFORMANCE. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
ANDY POTTERSoutheastern Michigan
STINE® LIBERTYLINK® LIBERTYLINK® ® SOYBEANS consistently outperform others in the industry. I know my fi elds will be clean because it’s a good product.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE QUALITY. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
DENNIS GIENGERGladbrook, Iowa
STINE® LIBERTYLINK® LIBERTYLINK® ® SOYBEANS give me great weed control and strong yields. That’s why I switched 100 percent of my beans to LibertyLink.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE GENETICS. I CHOOSE GENETICS. I CHOOSE RESULTS. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
AARON SCHNEPELCarson, Iowa
Stine “I Choose Stine” Grower CampaignBY: TrilixCLIENT: Stine SeedCREDITS: Trilix DPD Productions
Gilroy’s Branding & EnvironmentalBY: FarmboyCLIENT: Gilroy’s Kitchen + Pub + PatioCREDITS: Zachary Kern | Art Director Jason McArtor | Art Director Bryan Lloyd | Senior Developer
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JDRF Gala Promo MaterialsBY: Two Rivers MarketingCLIENT: JDRFCREDITS: Two Rivers Marketing
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Now that the judges have made some tough decisions, it’s your turn.A brand can’t be all things to all people. Decide what
yours does best. The Brand Typology Tool assesses
the primary reason that customers choose your brand
– and creates a customized report comparing it to
other iconic brands.
Try it for free at brandtypologytool.com.
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ELEMENTS OF ADVERTISING
New Business CollateralBY: Two Rivers MarketingCLIENT: Two Rivers MarketingCREDITS: Drew Jones
Sponsored by:
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SRACOM Corporation WebsiteBY: Global Reach Internet ProductionsCLIENT: RACOM CorporationCREDITS: Christina Klinge | Senior Project Manager Dinko Ibukic | Art Director / Photographer Georgia Gkolfinopoulou | Developer Julian State | Secondary Photographer Justin O’Neal | Project Manager
IHYC Rooftop Gardens LogoBY: Meyocks GroupCLIENT: IHYCCREDITS: The IHYC Team at Meyocks
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Good ShiftBY: Red Dot Advertising & DesignCLIENT: Good ShiftCREDITS: The Red Dot Team
Flying Dutchman Spirits LogoBY: Meyocks GroupCLIENT: Flying Dutchman SpiritsCREDITS: The Flying Dutchman Spirits Team at Meyocks
Three Sixty Construction IdentityBY: Eight Seven CentralCLIENT: Three Sixty ConstructionCREDITS: Adam Ferry | Designer
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SBravo Greater Des MoinesBY: Happy MediumCLIENT: Bravo Greater Des MoinesCREDITS: Doug Choi | Art Director Katie Patterson | CEO and Founder
Iowa Craft Brew Festival PosterBY: BASEMINTCLIENT: Iowa Brewer’s GuildCREDITS: Kelly Bittner | Illustrator Andrew Maahs | Illustrator
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SInteger Gallery NightBY: The Integer GroupCLIENT: The Integer GroupCREDITS: Michael Rivera | Executive Creative Director Lisa Braden | Creative Director Jenn Haun | Art Director Allie Gardner | Production Designer Jenna Boures | Production Designer Erica Cleveland | Production Designer Nikki Rodriguez | Art Director Amanda Godwin | Production Designer
I’m An Agronomist ISU 2016BY: ZLRIGNITIONCLIENT: Office of University Marketing Iowa State UniversityCREDITS: Shae Olson | Copywriter Phil Schriver | Associate Creative Director Bob Delsol | EVP/Creative Director Jason Boucher | VP/Client Services Kelly Bittner | Art Director McClanahan Studios | Photographer
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MORE LINESTHAN YOU’LL HEAR
IN A SINGLES BAR AT HAPPY HOUR.
PAPER LINES
that is
FIELD PAPER COMPANY
713 S.E. Dalbey Dr.Ankeny, Iowa 50021800.486.3435FIELDPAPER.COM
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FILM, VIDEO & SOUND
Meyocks Peeps VideosBY: Meyocks GroupCLIENT: Meyocks GroupCREDITS: Meyocks Group
Family Birth Center TV SpotBY: Performance MarketingCLIENT: Wheaton Franciscan HealthcareCREDITS: Jim Swanson | Creative Team Emily Hughes | Creative Team Camille Wolfe | Creative Team Jeff Regenold | Creative Team Brian Johnson | Creative Team Staci McDonald | Account Service and Media Stephanie Maxwell | Account Service and Media
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Sponsored by:
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Power for Life TVBY: Strategic AmericaCLIENT: Iowa LotteryCREDITS: Strategic America
Proceeds TVBY: Strategic AmericaCLIENT: Iowa LotteryCREDITS: Strategic America
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PLACE GARNER
AD HERE
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ONLINE/INTERACTIVE
Hy-Vee Bring Back the L campaignBY: Hy-VeeCLIENT: Hy-VeeCREDITS: Hy-Vee Marketing
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Sponsored by:
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IAF WebsiteBY: Juicebox InteractiveCLIENT: Iowa Architecture FoundationCREDITS: Dale Bentlage | Strategist Kathryn Sutton | Designer Katie Jenkins | Developer Alicia Ronne | Project Manager
Stine “I Choose Stine” MicrositeBY: TrilixCLIENT: Stine SeedCREDITS: Trilix
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We Will Make An E.P.I.C. TomorrowBY: MACLYNCLIENT: Eastern Polk Innovation Collaborative (formerly EPRD)CREDITS: Jay Paonessa | Creatie Director Bill Murphy | Account Director Johnny Tijerina | Senior Art Director Troy Kelleher | Copywriter Courtney Healy | Strategic Planner Brent Seehafer | Web Developer
GOtten Johnson WebsiteBY: Juicebox InteractiveCLIENT: Otten JohnsonCREDITS: Dale Bentlage | Strategist Jaclyn Nail | Senior Designer Kathryn Sutton | Illustrator Justin Sirois | Lead Animator Alicia Ronne | Project Manager Tenrec | Developer
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2016 AAA’s MicrositeBY: Avidity CreativeCLIENT: AAF of Des MoinesCREDITS: Adam Feller | Web Designer Justin Lobaito | Web Developer
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OUT OF HOME & AMBIENT MEDIA
Danfoss Commons Wall DesignBY: Two Rivers MarketingCLIENT: DanfossCREDITS: Danfoss Team
Hy-Vee RoyalsBY: Meyocks GroupCLIENT: Hy-VeeCREDITS: The Hy-Vee Team at Meyocks
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Sponsored by:FAIRWAY OUTDOOR ADVERTISING
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Iowa Craft Brew Festival PosterBY: BASEMINTCLIENT: Iowa Brewer’s GuildCREDITS: Kelly Bittner | Art Director Andrew Maahs | Art Director
2016 Winefest PosterBY: BASEMINTCLIENT: The Des Moines Wine Festival FoundationCREDITS: Kelly Bittner | Art Director Andrew Maahs | Art Director
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Hy-Vee Food TrucksBY: Hy-VeeCLIENT: Hy-VeeCREDITS: Hy-Vee Marketing
SISU Emoji Campaign 2016BY: ZLRIGNITIONCLIENT: Office of University Marketing Iowa State UniversityCREDITS: Lou Laurent | Chairman Shae Olson | Copywriter Phil Schriver | Associate Creative Director Bob Delsol | EVP/Creative Director Jason Boucher | VP/Client Services Ryan Willett | Art Director
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PRINT ADVERTISING
M&H Valve - Partners in ProtectionBY: TrilixCLIENT: M&H ValveCREDITS: Trilix
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M&H Valve Company | www.mh-valve.comM&H Valve is a div is ion of McWane, Inc. | McWane. For Generat ions.
Help is never far away.No neighborhood is complete without the service of an M&H fire hydrant. For more than 100 years, M&H has been providing
communities across the country with dedicated, dependable fire protection.
American made with unparalleled durability, our hydrants conform to AWWA, NSF, UL, and
FM requirements. From our family to yours, we’re proud to protect what matters most.
VISIT BOOTH #601 AT ACE16
Stine “I Choose Stine” Grower AdsBY: TrilixCLIENT: Stine SeedCREDITS: Trilix
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STINESTINE® HP CORN HP CORN® HP CORN® ®
can push my yields up over 300 bushels per acre. can push my yields up over 300 bushels per acre. You don’t see that happen in this part of the country.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE TECHNOLOGY. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
MIKE ROSENBOHMNodaway County, Missouri
STINESTINE® HP CORN HP CORN® HP CORN® ®
has produced consistently high yields of 240 to 300 bu/acre. We has produced consistently high yields of 240 to 300 bu/acre. We even saw 400 bu/acre a few times. You’re at a loss for words when you see those numbers.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE PERFORMANCE. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
ANDY POTTERSoutheastern Michigan
STINE® LIBERTYLINK® LIBERTYLINK® ® SOYBEANS consistently outperform others in the industry. I know my fi elds will be clean because it’s a good product.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE QUALITY. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
DENNIS GIENGERGladbrook, Iowa
STINE® LIBERTYLINK® LIBERTYLINK® ® SOYBEANS give me great weed control and strong yields. That’s why I switched 100 percent of my beans to LibertyLink.
STINE HAS WHAT I WANT AND WHAT MY FARM NEEDS.
I CHOOSE GENETICS. I CHOOSE GENETICS. I CHOOSE RESULTS. I CHOOSE RESULTS. I choose what I can count on. I choose Stine because…Stine has yield.
AARON SCHNEPELCarson, Iowa
Sponsored by:
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SALES & MARKETING
Unfold Great PotentialBY: Eight Seven CentralCLIENT: Eight Seven CentralCREDITS: Adam Ferry | Designer Andrew Willoughby | Production Support
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Red Dot Celebrates 15 YearsBY: Red Dot AdvertisingCLIENT: Red Dot AdvertisingCREDITS: The Red Dot Team
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Sponsored by:
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Vanguard Identity PackageBY: Red Dot AdvertisingCLIENT: Vanguard Adjusters GroupCREDITS: The Red Dot Team
Common GroundBY: Meyocks GroupCLIENT: FCSAmericaCREDITS: The FCSAmerica Team at Meyocks
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OPPORTUNITIES AHEAD DESPITE
DROP IN FARM INCOME
________
FARMLAND VALUES CONTINUE
TO FLEX________
FOUR STEPS TO MANAGING
COMMODITY CYCLE RISK
CREATIVE IDEAS GROW LIQUIDITY
FOR THE CUSTOMERS OF FARM CREDIT SERVICES OF AMERICA / July 2016
FINANCING WITH US PAYS DIVIDENDS. AND THAT’S NOT JUST A FIGURE OF SPEECH.
FCSAmerica is proud to return a portion of our net
earnings to our eligible customer-owners – a return that
benefits agriculture and rural communities across the
entire state.
In Iowa this year, customer-owners were paid
$67.4 million in cash-back dividends.
To see cash-back dividend distributions by county,
visit powerofownership.com.
MEET STEVE & JULIE THOMPSON
Grain & Beef Producers
Murray, IA
Customers Since 2003
What we enjoy most about farming
It's gratifying being outdoors — working
with the cattle, checking crops and making
improvements. Now that we have grandchildren,
some of our most rewarding moments on the
farm have been with them: The chance for them
to see a calf born, the wonder of sitting in a
combine as it rolls through a corn field, and
helping them catch fish in the ponds.
Why we work with FCSAmerica
We wanted a lender who would get to know us
and help us grow — we wanted to expand and
the support to do so. We felt that FCSAmerica
would be the right fit for us, and it has sure
proven to be true. Cash-back dividends aren't
the reason we're with FCSAmerica, but it is
one of the components of the whole equation.
The cash-back dividends check has been a very
pleasant surprise every spring.
$67.4 million
Hear more from the Thompsons at fcsamerica.com/stevethompson.
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TABLE OF CONTENTS
3 Cash-Back Dividends Financing with us pays dividends.
4 Opportunities Ahead Despite Drop in Farm Income
By Jeremy Heitmann
5 Land Values Report Farmland values continue to flex.
6 Creative Ideas Grow Liquidity Look beyond cash flow.
8 Managing Commodity Cycles Four steps for managing risk.
10 Community Impact Making our communities even better.
11 Remote Deposit Savings Save time and money by depositing checks remotely.
12 Governance News Board election results.
A NEW LOOK, MORE CONTENT, LESS COMMON. Our expanded Common Ground newsletter delivers articles
that focus on trends and issues important to your financial and
business success. In this issue, we offer the latest on farmland
values, risk management strategies, solutions to build working
capital and more.
We invite you to visit fcsamerica.com for additional Common
Ground content. There, you will find articles regarding
commodity trends, people in agriculture, farm and ranch
management, community support and many other topics of
interest.
Thank you for doing business with Farm Credit Services of
America (FCSAmerica).
PICTURED ON COVER:
Bob Kuntz, Oakville, IA
SAVE TIME AND MONEY BY
DEPOSITING CHECKS
REMOTELY.
More and more customers are using our free Remote
Deposit feature. Customers have saved an estimated
$2,797,000 in interest across the Association
since we launched Remote Deposit!*
Add time and travel costs by making your deposit from
the comfort of your own home, or from the field, and
savings are even greater.
Using your desktop check scanner or mobile device
camera, you can capture an image of your check and
apply this to your line of credit in minutes. You can also
manage your accounts and view your activity.
For more information, log into your online
AgriPoint® account and click on “Help,” or call our
support team at 877-966-7778.
* Estimated savings based on three-day average delay per deposit for postage and processing.
The Big Garden grows into its name.
Starting with just a handful of garden
plots to fight hunger, the program's name
might have seemed audacious in 2005 –
The Big Garden.
Eleven seasons later, The Big Garden has grown into its
name. The program has taken root in urban and rural
areas in Iowa, Kansas and Nebraska, with 100-plus
community gardens that, in 2015, produced 88.5 tons of
fresh food.
A combined grant of $40,000 from AgriBank and
FCSAmerica is funding 15 additional gardens over
three years. The first five were planted this past spring.
The grant also is helping to fund food storage, food
preparation, a seedling program and weekly summer
education classes for hundreds of children and adults.
The Big Garden’s efforts to grow more food-secure
communities have flourished in ways that make it unique
in the field of community gardening, including:
• Siting gardens where they will make the biggest
difference. Many locations are at food pantries,
daycare centers, nursing homes and youth centers.
• A three-year commitment to each new plot to
ensure volunteers and site leaders have the training
and skills to sustain their community garden.
Ninety percent of the plots started by The Big
Garden are still producing food.
• A volunteer corps of more than 2,500 gardeners
who, on average, devote more than five hours
a week to tending The Big Garden in their
neighborhood or community.
Iowa is the 44th hungriest state in the U.S.
Nearly 368,000 Iowans live in poverty.
44th
1/91 in 9 households are food insecure.
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PO Box 2409Omaha, NE 68103-2409
800-884-FARMfcsamerica.com
800-884-FARM // fcsamerica.com IA
GOVERNANCE NEWS
FCSAmerica stockholders have elected three producers to the financial
cooperative's Board of Directors:
Cris Miller has a family-owned ranch near Spearfish, South Dakota, that includes
commercial cow-calf and backgrounding operations as well as feed crops.
Jon Van Beek farms near Primghar, Iowa. His family raises corn and soybean seed and
contract-finish pigs.
Jennifer Zessin lives in Madison, Nebraska, where she grows corn and soybeans.
Miller, Van Beek and Zessin ran as incumbents. Each will serve a four-year term that
runs from April 1, 2016, to March 31, 2020.
At their meetings in February 2016, the FCSAmerica Board of Directors appointed Nick
Jorgensen of Ideal, South Dakota, to the Board effective April 1, 2016. Nick is an
FCSAmerica customer and was selected from a talented group of young and beginning
customer candidates. He replaces Nick Vande Weerd of Brookings, South Dakota, who
was elected to the AgriBank, FCB Board of Directors in March 2015.
For full election results, including to the Nominating Committee, visit
fcsamerica.com/2016election.
Cris Miller
Jon Van Beek
Jennifer Zessin
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MSL Style Guide Spring Summer 2016BY: Eight Seven CentralCLIENT: Men’s Style LabCREDITS: Adam Ferry | Designer
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S T Y L E G U I D E / S P R I N G S U M M E R 1 6 104 | 105M E N S S T Y L E L A B . C O M
Color is one of the most daunting aspects of choosing clothing. Too much or the wrong combinations can come off as garish. Not enough sways into dull territory. Striking the right balance comes from being willing to take a risk and having a little bit of education.
Choosing colors to wear needs to be based on two things: what looks good on you and what you like. (And a willingness to branch out. More on that later.) There are some general guidelines for picking colors that go with your skin tone, but like most fashion rules, the guidelines are flexible: If you are pale, use darker colors to put a little vibrancy into your appearance. Avoid extremes (the lightest and the brightest). Men with medium or olive skin are in luck -- it’s easier for you to pull off a wider variety of colors, but brighter and darker work well. The same goes for men with darker skin.
Obviously, knowing what you like is important. But keep an open mind. Color, and colors you may have never considered wearing before, can take an ordinary piece and transform it into something style-forward that elevates your fashion acumen.
KNOW THYSELF
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 80 | 81M E N S S T Y L E L A B . C O M
19 questions formicaela erlanger
AS A CELEBRITY STYLIST, MICAELA ERLANGER KNOWS MORE THAN A THING OR TWO
ABOUT MEN’S STYLE. HERE, SHE TALKS EVERYTHING FROM WARDROBE ESSENTIALS
TO WHAT WOMEN NOTICE AND WHAT THEY DON’T REALLY CARE ABOUT.
As a stylist, your work is giving “[a] meticulous attention to detail and a keen focus on the client’s needs and objectives.” How can the average guy be his own stylist and develop that attention to detail and focus?
What thought process do you go through when working with a client and how can men adapt that same thought process?
For the man who is looking to take his ward-robe to the next level, what would you tell him are the most important things to consider?
What are the five things all men should have in their wardrobe?
How can men discover what works well for them, both in terms of their body type and their personal style?
How can you look mature, but not stuffy?
What can younger men learn from older men? And vice-versa?
What do women notice about what men wear and how they present themselves?
Pick focal points and make sure your tailor knows how to perfectly slim a suit.
I think about a few important key points - which are always about dressing for the occasion:1. Where are they going?2. What is the dress code?3. What impression do we want to make or vibe do we want to give off?From there, we look for things that feel authen-tic, comfortable and most of all appropriate for the occasion.
Quality, detail and craftsmanship. If you are investing in your wardrobe, buy things that will last.
Great cool, polished sneakers (they will take you far in life!), a bomber or varsity jacket (layering gives your style a little dimension), cardigans (polished and easy, works with tees and jeans), a beautiful overcoat — (you must look well-presented at all times), and the per-fect t-shirt (need I say more?).
Sometimes knowing what you don’t like is more important than knowing what you do like. Don’t be afraid to try things on, if it doesn’t work or you don’t like it, you can take it off. It’s that easy, but you might actually end up surprising yourself. Also, don’t be afraid to ask for help. Sales associates and resources like Men’s Style Lab are great for helping you discover what suits you best.
Invest in beautiful dress shirts and button- downs and dress jeans. It’s a surprisingly easy way to look instantly put together.
Older men should pump up their sneaker game and younger men should think more about their tailoring.
SHOES. First and foremost, wear decent shoes, it’s easy. Next, is your shirt ironed, do you look clean, do your jeans sag, is your suit ill-fitting? Most women are looking for some-one who looks put together. That doesn’t mean you have to be the best dressed in the room. It just means you know how to match your socks, wear clothes that fit and look presentable, for example.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 100 | 101M E N S S T Y L E L A B . C O M
spring layering
ALFONSO FERNANDEZ NAVAS, FASHION ASSISTANT FOR
ESQUIRE MAGAZINE & ESQUIRE'S BIG BLACK BOOK WALKS
US THROUGH THE ART OF LAYERING.
Layering during spring and summer can be often overlooked in comparison to fall layering – a mentality that can be attributed to everyone just wanting to shed the clothes off after the winter months. During the spring, one can easily beat the April showers with a waxed cotton jacket or a tightly woven jacket, like the classic trench. Both of these are functional, but can give a look a different element when worn over a simple t-shirt. Lots of brands make a variety of great lightweight jackets that repel the rain, which I can’t emphasize enough how important that is living in an urban environment where driving in not part of my daily lifestyle. The thought of getting caught in the rain on the way to work is less than ideal when thinking about the discomfort of wet clothes and the disorder it causes. Therefore, one must be ready to fight the elements with an outerwear piece that ensures you stay dry. For the days with a sunnier forecast, one can explore layering in ways that fall layers limit. As opposed to carrying a jacket out of necessity to fight off the cold, a man can layer a thin-gauge jacket to really add personality to his outfit as opposed to hiding behind it as one grasps for warmth. One can really demonstrate how their mastery of how to dress by picking up a light cotton-linen jacket, and pairing it with a classic cotton shirt. Add a knitted tie or a tie with some texture, essentially, avoid flat textures that some silk ties tend to have, and a look starts having more dimension without adding extra bulk. The key is to wear fabrics or knits that aren’t thick.
An awesome, fitted cotton sweatshirt should definitely be part of a man’s spring and summer wardrobe. It can be layered under a jacket and over a nice button-down shirt. The presentation can be very clean and sharp, and it will never constrain or make the wearer uncomfortable. It can be easily dressed up or down, and can add a great pop of color when worn under a jacket. Frankly, it all comes down to the fabrics one wears and how thick they are. There’s such an array of blends with cotton, linen, even wool, that really, the right assortment of a few light fabrics can make layering a possibility any time of the year. For the office, a man can create a deconstructed suit look by playing off different tones and, if needed, wear a water-repellent jacket to protect from the elements. And, during the weekend, the same man can wear a shirt and sweatshirt underneath a cotton field jacket and he can step out casually. The latter look can even be appropriate for more casual office environments when matched with a pair of derby shoes.
Lastly, if a daring soul wants to take summer layering to the next level know not all scarves are made for winter layering. There are some great linen scarves or cotton-linen blend scarves that add movement to an outfit with a slight garnish around the neck that won’t weigh men down.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 102 | 103M E N S S T Y L E L A B . C O M
in full colorAS THE GRAY OF WINTER THROWS OFF ITS LAST VESTIGES,
STEP INTO A WORLD -- AND WARDROBE -- ALIVE WITH COLOR.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 52 | 53M E N S S T Y L E L A B . C O M
And dressing well does not mean being stodgy. This blazer’s unexpected printed lining is proof of that. To show off your personality, look for details that will provide a unique take on a classic style.
Essential: Jersey Knit Blazer A well-fitted jersey knit blazer is a worthy investment because of its versatility. It can hold its own with a pair of dress pants or refine your favorite denim shorts. And since navy is a neutral that works with various color combi-nations, one like this will carry your wardrobe to spring, summer and beyond.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 8 | 9M E N S S T Y L E L A B . C O M
N E W / N O W T R Y I T
meet yournew favorite pants
Chinos have been around for awhile and continue to gain popularity. Why? They are the perfect middle road between your basic blues and formal pants. What sets chinos apart from his cousin khakis lies in the fit: a slimmer, low rise pant with more tapered legs. The end result shows off trim lines that look sharp and are ultimately flattering on any man.
If that’s not enough, go with a pop of color. Experimenting with a more flavorful look can be daunting the first time around, but it’s really not as scary as you might think. Start small and work your way up to the big leagues. A darker shade of blue or green are gateway hues into other areas of the color wheel. If you feel more anchored wearing denim, consider a chambray top to counterbal-ance the colored chinos. It's a perfect look for a an evening BBQ with friends or an outdoor concert date.
Dress up your chinos a little with a button-down shirt and blazer for a casual dinner or fun date. Or keep it simple with a faded tee and your favorite pair of canvas kicks.
And don’t be afraid to show a little ankle, especially in the spring and summer. Cuff up those pant legs for a different look.
The wearing and pairing options of chinos are truly endless. Remember, outfits are all about attitude, so put on an armor of confidence with those colored chinos. Few things exude more moxie than a guy who knows how to wear pants of a different color.
O U R P I C K S : F R O M L T O R , G R AY - B L U E C H I N O S ;
R E D C H I N O S ; B OT H , B E N S H E R M A N . L I G H T B LU E
C H I N O S ; O R A N G E C H I N O S ; B O T H , G R AY E R S .
THERE ARE TIMES WHEN JEANS WON’T DO AND DRESS PANTS
OVERSHOOT THE MARK. SO, WHAT ARE YOUR PANTS OPTIONS?
SAY HELLO TO CHINOS
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 2 | 3M E N S S T Y L E L A B . C O M
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From the MSL Team
New/KnowColored ChinosButton DownsWatchesBeltsRaw DenimBrand Profile: Slate & Stone
Life/StylePack for a Weekend TripTech: WearablesWork/Life: Following Your PassionAsk the BartenderHot Cocktail
FeaturesIn SeasonPersonality: Aaron MarinoThe Stylish LifeQ&A: The MSL StylistDetails MatterPersonality: Micaela ErlangerInvestment PiecesBox BreakdownLayer for the SeasonIn Full Color
Last Word
ceo & founderDerian Baugh
creative DIRECTORBrock Konrad
creative assistantErin Dungan
contributorsMicaela ErlangerAlfonso Fernandez NavasJosh HafnerBrian LinderAaron MarinoRob OgdenErin StoverJessi Wilson
photographersLogan ClementAnna JonesLauren KonradJustin MeyerRebekah Molloy
LAYOUTAdam Ferry
Style GuideVersion 1.5Issue No. 04Spring / Summer 2016
T A B L E O F C O N T E N T S
M E N ' S S T Y L E L A B
5 1 5 E . L O C U S T S T.
D E S M O I N E S , I A 5 0 3 0 9
5 1 5 . 2 1 8 . 6 1 9 8
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 48 | 49M E N S S T Y L E L A B . C O M
d r e s s w e l l l i v e w e l l
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 24 | 25M E N S S T Y L E L A B . C O M
N E W / N O W B R A N D S
Uncompromising standards. An attention to detail. Polished, yet modern. Slate & Stone has an impressive CV. The rapidly growing brand is making its mark in menswear. Founder & Creative Director Jeffrey Jacobs talks shop with us and introduces their new spring/summer line. WHAT INSPIRED YOU TO START
SLATE & STONE?
I grew up in the business, watching and learning from my father, which sparked my inter-est in menswear and the retail industry. My initial goal was to change the men’s business, catering to the young man seeking clothing he could actu-ally afford, especially as his career begins to grow.
WHAT SETS SLATE & STONE APART FROM
OTHER LUXURY LIFESTYLE FASHION BRANDS?
I want men to have easy access to fashion at a price point that appeals to the lifestyle customer. Slate & Stone gives men the opportunity to stay with the familiar, yet invigorate their wardrobes and engage in fashion with contemporary and unexpected pieces.
WHERE DO YOU FIND INSPIRATION FOR YOUR
CLOTHING LINES?
I visit museums all over the world and I spend a lot of time in Europe, really studying the industry, what’s new and how European men shop. But my everyday inspiration comes from walking around New York City and gaining a real sense of what’s going on in the world. I often ask men what they’re looking for, instead of trying to guess what they want.
IT’S NO SECRET THAT YOUR COMPANY IS KNOWN
FOR YOUR ATTENTION TO DETAIL. HAS EXQUI-
SITE DETAIL AND CRAFTSMANSHIP ALWAYS
BEEN A LARGE FOCUS FOR SLATE & STONE?
Craftsmanship is one of our main focuses. We pride ourselves on every aspect of the word
“detail”. Whether it relates to the buttons on a shirt, the lining of a jacket or an exotic fabric crafted in Europe or Japan.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 34 | 35M E N S S T Y L E L A B . C O M
L I F E / S T Y L E T E C H
when tech, health& style collide
“Know thyself,” the ancient Greeks said, but they never imagined this: technology that taps into your body’s motions to make your every move more, enlightened. Wearables track everything from your heart rate and daily steps, to sleeping patterns and calls. And for the modern man on the go, that knowledge is power for better productivity and health.
EVERYTHING YOU PUT ON SHOULD LOOK SMART.
MEET FOUR PIECES THAT ACT THAT WAY, TOO.
FITBIT CHARGE HR
The Charge HR packs all the must-have met-rics -- steps, sleep, calories, heart rate and more
-- into a nice, sporty design for a very reasonable price. It’s considered the best all-around fitness tracker available, and shows why Fitbit is at the top of its field. For those befuddled by wear-ables, it’s a no-brainer. $149.95fitbit.com/chargehr
JAWBONE UP 3
The Up 3’s eye-catching yet minimalist look comes courtesy of famed designer Yves Béhar, whose works have graced San Francisco’s Museum of Modern Art. It’s not just a hand-some bracelet, either, tracking all of your everyday activities with an impressive sev-en-day battery life.$179.99jawbone.com
FOSSIL Q DREAMER
New tech wraps itself in vintage charm with this wrist piece from Fossil, the classic Amer-ican watch company. A rustic leather band connects to a polished metal plate, which tracks basic metrics and filters alerts using low-key LED lights. We like the wireless charging, too. $125fossil.com
APPLE WATCH
The vanguard of the smartwatch world works seamlessly with your iPhone, letting you track workouts, field calls and pay for your grocer-ies, too. It’s robust with a sleek design -- this is Apple, after all -- and the swappable band allows for a nice leather replacement. If you rely on your iPhone, Apple’s watch means increased freedom and functionality. $549-699apple.com/watch
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 36 | 37M E N S S T Y L E L A B . C O M
not just a 9 to 5
If you identify something you enjoy, but recognize you’re not an expert, start doing your homework. Learn everything you can about the topic, find mentors who are experts in that area, and dive into every resource possible.
This is how I turned my passion for style into an expertise.
I have always been drawn towards clothing as my own artistic expression. This passion started with a desire to improve on my own sense of style. I found that my confidence soared when I felt good about what I was wearing. People started to notice me when I stepped into a room, and I often found myself attracting the right kind of attention wherever I went. As this happened, it became more natural for me to become an expert in this area.
Becoming an expert in style didn’t happen overnight, and it is a skill I am continually honing and learning more about. Part of finding your passion is taking a step back and looking at what you enjoy doing. It didn’t take long for me to realize style was a passion of mine - time disappears when I’m doing anything related to style or fashion.
If there is something you’re passionate about, do your research and gain experience. You know you are a leader in your area of passion when people are following you. Lean into the expertise you’re gaining and find outlets where you can help other people along the way.
At the end of the day, that’s what a great passion does: It helps improve the lives of others around you. Find out where you can have a community with like-minded people, and offer to help them on their journey. That’s one of my main goals with Men’s Style Lab.
No matter what your passion is, you have to take a first step. Pick one medium to share your voice, and do everything it takes to establish yourself in that medium. Remember: You can’t be all things to all people. Narrow your focus and find one way to express your passion to others.
MEN’S STYLE LAB FOUNDER AND CEO DERIAN BAUGH TALKS ABOUT HOW
TO TURN YOUR PASSIONS INTO SOMETHING BIGGER.
L I F E / S T Y L E C A R E E R
Follow Derian’s blog, thestyleceo.com, and The Style CEO on Facebook, Twitter & Instagram.
The litmus test for your passion is this: Would I still enjoy doing this if nobody was watching? If the answer is yes, then you’ve found something you can be passionate about.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 16 | 17M E N S S T Y L E L A B . C O M
up a notchBREAKING: THE PRIMARY PURPOSE OF
A BELT IS NOT TO KEEP YOUR PANTS UP.
SO WHY WEAR ONE? READ ON.
Belts can add a personal touch, make a statement, or tie an outfit together. Frankly, your pants should fit well enough to stay in place without a belt. But wearing a belt establishes you as a man who knows how to dress. Even though a belt is more for looks, it’s still an important part of an outfit.
When considering belt goals, intentionality is key. Your choice reflects who you are and ultimately improves your outfit. Though personal style is relative, there are some rules that are immutable. For example, color-coordinating your belt with your shoes. This tenet is applicable for casual or dress wear. Shades
of brown or black may vary, but mix with caution. The same applies for material (i.e. - leather belt with leather shoes, suede with suede).
If your aim is to appear taller, wearing a belt to match either your shirt or your pants will give that illusion, making the “line” less dis-tinct. On the opposite end of the spectrum, taller guys can sport complementary hues to break up their vertical line.
N E W / N O W E S S E N T I A L S
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 46 | 47M E N S S T Y L E L A B . C O M
L I F E / S T Y L E C O C K T A I L
2 jalapeñoslices1 heavypinchofcilantro2oz silvertequila1/2oz Cointreau1/2oz limejuice11/2oz pineapplejuice11/2oz strawberrysyrup
Muddlejalapeñoandcilantro.Addtoremainingingredients.Shakeanddoublestrain.Pourintoaglasswithasaltedrimoverchunkice.Servewithjalapeñoandcilantrogarnish.
happy hourEL CHAPO
INTRODUCE THE EL CHAPO TO YOUR COCKTAIL REPERTOIRE — THINK MARGARITA,
BUT MORE COMPLEX AND SOPHISTICATED. IT’S THE DRINK YOU’LL WANT TO SERVE
AT EVERY OCCASION FROM HERE TO LABOR DAY.
Sure,thestandardsaregreat.Butsomethingalittlemoreelevated,justforspringandsummer?We’rein.Withthatcharge,JohnAllen,abartenderatRoca,acraftcocktailandsharedplaterestaurantintheheartofDesMoines’historicCourtAvenuedistrict,whippedupthiscustomcreation:ElChapo.
Thedrinkblendsquiteafewflavorstogether--it’ssweet,sourandyetsavory,saysRocabeveragedirector,BrianLinder(morefromhimonpage38).Thejalapeñoofferasmoky,heatflavor,buttheCointreauandsyrupsweetenit.Saltaddsasavorycomplexandthecilantroandlimeroundoutthecocktail.“Themoreflavorsthatcancomplimenteachother,thebetter.”
Jalapeños?Yes.Butbeforeyouthink,I’mgoingtobebreathingfire,knowthatyoucanadjustthelevelofheattoyourtaste.Thekeytocontrollingtheheat?Removetheseedsfromtheslices.You’llstillgetthatsmokyflavor,butremovingseedslessenssomeofthejalapeño’sheat.Noseeds,nofierybreath.
Cheerstowarmerweather.
Why Silver tequila and Cointreau? Tequila and Cointreau go hand-in-hand. Many quality margaritas have both liquors mixed as it rounds out the "burn" from tequila. We loved Silver because it doesn't have an overbearing flavor that you receive from Gold tequilas, says Brad.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 22 | 23M E N S S T Y L E L A B . C O M
N E W / N O W B R A N D S
brand awareness BRANDS THAT PRODUCE GOOD-LOOKING CLOTHES ARE ONE THING.
BUT BRANDS WITH A STORY AND A DEDICATION TO QUALITY? TRIFECTA.
S T Y L E G U I D E / S P R I N G S U M M E R 1 6 30 | 31M E N S S T Y L E L A B . C O M
L I F E / S T Y L E
LIFE / STYLE
Style is more than just clothes. It’s how you live your life and the small things that make the ordinary even better.
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Tea TimeBY: Drake UniversityCATEGORY: Elements of AdvertisingCREDITS: Sandy Henry | Associate Professor Kelsea Graham
S
CountryFinancial“Statue”(Final)Radio,:30JeffHersheway
StatueGRANT,MANinhisMID40’S:Idon’thavemyownmonument.
KAREN,WOMAN,LATE30’s:Ormyownactionfigure,
SAM,MAN,LATE30’s:Ormyowntradingcard.
Karen:There’snoawardmadeinmyhonor.
Sam:Noplaqueinmyname.
Grant:WhatIdohaveisadaughter.
Karen:Ason.
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Karen:Hegotfirstinhisgradeschoolsciencefair.
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Grant:Andwillsoongraduatecollegetodowhatsheloves.
Karen:Theremaynotbeastatueofmeanywhere,
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Sam:Accomplished,
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Karen:Heismylegacy.
Grant:Sheismylegacy.
Sam:Heismylegacy.
AVO: Weallhavealegacyworthprotecting.
Call1866-countryorvisitcountryfinancial.comformoreinformationonhowtoprotect
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Bauhaus ManifestoBY: Drake UniversityCATEGORY: Sales & MarketingCREDITS: Sandy Henry | Associate Professor Bailey Zander
G
BAUH
AUS
MAN
IFES
TO
1919W
ALTE
R GR
OUPS
The
old
art s
choo
ls w
ere
unab
le to
pro
duce
this
unity
; and
how,
inde
ed, s
hould
they
hav
e do
ne so
, sin
ce a
rt ca
nnot
be
taug
ht?
Scho
ols
mus
t ret
urn
to th
e w
orks
hop.
The
wor
ld o
f
the p
atte
rn-d
esig
ner
and
appl
ied
artis
t, co
nsist
ing
only
of
draw
ing
and
pain
ting
mus
t bec
ome
once
aga
in a
wor
ld in
whi
ch th
ings
are
buil
t. If
the y
oung
per
son
who
rejo
ices
in
crea
tive a
ctivit
y now
beg
ins h
is ca
reer
as i
n the
old
er d
ays b
y
lear
ning
a c
raft,
then
the
unpr
oduc
tive
“arti
st” w
ill no
long
er
be c
onde
mne
d to
inad
equa
te a
rtistr
y, fo
r his
skills
will
be
pres
erve
d fo
r the
craf
ts in
whi
ch he
can
achi
eve
grea
t thin
gs.
The
deco
ratio
n of
buil
ding
s w
as o
nce
the n
oble
st
func
tion
of fi
ne a
rts, a
nd fi
ne a
rts w
ere
indi
spen
sabl
e
to g
reat
arc
hite
cture
. Tod
ay th
ey e
xist i
n co
mpl
acen
t
isola
tion,
and
can o
nly b
e res
cued
by t
he co
nscio
us co
-
oper
atio
n and
colla
bora
tion o
f all c
rafts
men
. Arc
hite
cts,
pain
ters,
and
sculp
tors
mus
t onc
e ag
ain
com
e to
know
and c
ompr
ehen
d the
com
posit
e cha
racte
r of a
build
ing,
both
as a
n en
tity a
nd in
term
s of i
ts va
rious
par
ts. Th
en
their
wor
k will
be fi
lled
with
that
true
arc
hite
ctoni
c spi
rit
whi
ch, a
s “sa
lon
art,”
it ha
s los
t.
The ultimate aim
of a
ll cr
eativ
e ac
tivity
is a
bui
ldin
g!
we must all return to crafts!
For there is
no such thing as “professional art”. Th
ere is no
essential diffe
rence between the artist and the craftsm
an. The
artist is
an exalted craftsman. By the grace of H
eaven and
in rare moments of in
spiration which transcend the will,
art
may unconsciously blossom fro
m the labor of his hand, but a
base in handicrafts is esse
ntial to every artist. It i
s there that the
original source of creativity lies.
Let us therefore create a new guild of craftsmen without
the class-distin
ctions that raise an arrogant barrier between
craftsmen and artist
s! Let us desire, conceive, and create
the new building of the future together. It will combine
architecture, sculpture, and painting in a sin
gle form, and will
one day rise towards th
e heavens from the hands of a millio
n
workers as th
e crystalline symbol of a new and coming faith.
The National Bauhaus at Weimar
grew out of the merger of the former
Grandducal Saxonian School of
Graphic Arts and the Grandducal
Saxonian School of Arts and
Crafts, with the addition of a new
department fo
r
architecture.
Architects, painters, sculptors,
SCOPE OF INSTRUCTIONS AT THE BAUHAUS.
The manner of teaching arises from the nature of the workshop: organic form developed from mechanical knowledge; elimination of all rigidity; emphasis on creativity; freedom of individuality, but strict scholarship. Masters and journeymen are examined according to the regulations of the guilds by masters of the Bauhaus or outside masters from the trade guilds. Students participate in the projects of the masters.
There is common planning of extensive building projects — popular and cultural buildings — with utopian aims. All masters and students collaborate on these projects, aiming for eventual harmony of all elements and parts pertaining to the construction. There is continuous contact with the country’s leading experts on trade and industry, as well as with the public, through exhibitions and other events.
New experiments are carried on to solve the problem of exhibiting two- and three dimensional art in an architectonic frame. Finally, friendly relations are fostered between masters and students outside of the work by means of theater parties, lectures, poetry readings, concerts, and fancy dress balls.
TEAC
HING
MET
HODS
AT
THE
BAUH
AUS
Teaching at the Bauhaus embraces all practical and scientific fields of creative production: architecture, painting, sculpture, and related handicrafts.Students are taught a trade as well as drawing and painting, and also scientific theory.
Space permitting, any person whose basic training is considered sufficient by the master counsel is admitted regardless of age or sex. The annual tuition fee is 180 marks (with the increased earnings of the Bauhaus, this should be gradually eliminated). In addition a single admission fee of twenty marks has to be paid.
Foreigners pay double. Inquiries are to be made to the Secretariat of the National
Bauhaus at Weimar.
The teaching is divided into three sections:
(1) instruction for apprentices;
PLAN
In order to provide the students with the most multifaceted, extensive technical and artistic education, the work-distribution plan is so arranged that each prospective architect, painter, or sculptor may also participate in some of the other courses.
(2) instruction for journeymen; and
(3) Instruction for junior masters.
The details of education within the framework of the general program and the work distribution plan, which has to be newly set up for each semester, are left to the judgement of the individual masters.
ENROLLMENT AND TUITION.
April 1919. The Administration of the National Bauhaus at Weimar.
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