Reach people with the air not to touch it.



A great insight from an everyday observation: when you drive into a parking lot, you haven’t got a free hand for your parking ticket, so you put it in your mouth. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. Drivers experience the fresh flavour of Wrigley’s Extra Polar Fresh gum.

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From copy to strategy

In 19 years of copywriting, I have seen hundreds of briefs and thought about nearly as much creative strategies. From copy to creative strategy, there is only one step.

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