When senior journalism major Joe Leineweber was assigned to run naked through a golf course for an advertising workshop he’s taking through the School of Journalism and Communication, he was a bit apprehensive.
Each year, Dan Wieden — president of Wieden + Kennedy, the advertising agency that handles the Nike account — leads the workshop. The workshop’s theme this year was overcoming fears, and Wieden assigned students various ways to conquer “fears”­ from objecting at a wedding to doing a stand-up comedy act to convincing one’s parents that he or she is gay.
Leineweber happened to get the task of streaking, something he said he is definitely nervous about.
“I’m a really modest person,” he said. “It’s something I would never do.”
But Leineweber does plan to follow through with the assignment, which he said is meant to help him overcome future challenges he will encounter in the advertising industry.

But while Wieden’s grand scheme may be to help students learn to deal with uncomfortable situations and requests throughout their future careers, he has also asked a student to commit a crime. Streaking can carry a misdemeanor offense if at least three people file complaints with the police, according to the Eugene Police Department.
Leineweber said he’s not too concerned with the potential legal consequences because he doesn’t think the responsibility would fall “squarely on my shoulders.”
SOJC Dean Tim Gleason said the school does not condone illegal or unethical behavior, but it’s too soon to jump to conclusions about how the assignments will turn out.
“I think there’s an ongoing process here,” he said. “I think Dan has presented them with a rather interesting challenge.”
He said people face uncomfortable situations every day, and the assignments will give the students a chance to learn how to deal with these kinds of challenges.
“Their obligation is to determine the appropriate response,” he said, adding that students are in no way obligated to commit a crime.
Wieden was not available for comment.
Leineweber said he knows he could have passed up the challenge for another if he wanted to, but he didn’t want to let Wieden or his classmates down.
“I don’t think they would seriously push it to the brink,” he said.
Journalism Professor Charles Frazer, who is also working with the students, said while some students may look up to Wieden, “the God” of contemporary advertising, they shouldn’t be afraid to confront him if they have issues with the assignments.
“You don’t have to do something because Dan Wieden told you to do it,” he said.
Frazer said most of the students realize how the assignment is meant to help them with personal growth.
“They appreciate the sort of larger dimension to it,” he said, adding that finding a solution for the assignment will give the students more creative problem-solving skills for the future.
Senior journalism major Josh Finderup was assigned to draw a crowd at a mall and get people to clap for him. He said he was initially surprised by the assignment, which will be difficult for him because he doesn’t like to be in front of large crowds, but now he realizes the
possible benefits to his future career.
“I think it’s really relevant,” he said. “It’s a challenge to the student to make it meaningful and worth something.”
Senior journalism major Dan Portrait said he was initially “pretty freaked out” by his assignment to convince his parents he’s gay. He said he now sees it as a chance to be creative — a skill necessary for the advertising industry.
“It’s an opportunity to make something great,” he said. “That’s where the learning process is.”
Frazer said Wieden has been heading the creative workshop for about 10 years, and the theme often changes. A couple years ago, students were asked to create a communication plan for the Roman Catholic Church after sexual abuse scandals erupted. In another workshop, students were asked to apply for jobs for which they had no qualifications. They later learned that their interviews had been taped by the employers who were “in cahoots” with Wieden, he said.
“The man’s philosophy is that insight comes from chaos, so he shakes things up every time he’s here,” Frazer said.