“Two lovers missing the tranquility of solitude.”

Picture 3

I remember first seeing this poster about five years ago. It stopped me in my tracks, chilled me to the bone. The observation is so powerful, it needs no jazzing up with fancy adjectives or clever wordplay. It’s a perfect example of the ability of great writing to take a sledgehammer to our emotions, to shock, scare, move or inspire us. To affect us on a deeply human level. Which is what we, as creative people, should be aiming for every day.

I’m so excited about all of the amazing things we now have in our creative toybox. But despite the glorious and seemingly infinite possibilities of technology, words are still the most intimate and effective tool to connect with our audience. And our success depends on our ability to combine depth of insight with deceptive economy, to pack shedloads of emotional resonance into the tiniest – and often unlikeliest – of spaces. It makes me think that Paul Weller, who wrote the title of this post (it’s a line in That’s Entertainment) at the tender age of 22, would’ve made a great copywriter.

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About antmelder
Creative Partner at DDB Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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