Durex Poppin- Case study

Durex Poppin Case study

A very smart campaign that bases on the inseparable relationship between the Gen Z and their phones to solve the embarrassment of carrying condoms in the wallets. Clear problem definition and impressive creative solution!

Best copywriting-led Ads: Celebrating the Craft & Ideation of Copywriting

Speed speed speed. In this world of “always-on”, “real-time” content, speed is killing the craft. We start to build content factory, where efficiency is prioritized. Content, in the aspect of Content Marketing or Inbound Marketing makes sense when it comes to mass production. However, content, in the aspect of an advertisement, including a social post, should focus on quality rather than quantity. I still don’t understand why many brands are so keen on producing tons of ad with average quality, instead of focusing on a few that are really impressive.

I believe in the power of Crafting of a good copywriter. For some cases, I believe the Crafting is even more important on the Ideation. Because sometimes, ideas come after hours of you throwing out thoughts and hours of editing them.

In celebrating the Craft and the Ideation, this blog post compiles a Gallery of best copy-led ads, which comes in a variety of forms. To be updated frequently.

1. Ricola- Print ad

2. Garage Hard Lemonade- Print ad

3. Citibank- Print ad

4. Daihatsu- Print ad

5. Hyposwiss- Print ad

6. Porsche- Print Ad

7. Swisslife- Print ads Series

8. Avis

9. Harrisons’ fund- Print ad

10. University of Oxford- Print ad

11. Nike

12. Fedex- Print ad

12. Unknown

13. Tic Tac- Print ad

13. Durex – Print ad

14. Aspirina- Print ad series

15. Unknown

What did the Silicon Valley disruptors teach us about doing business in the 21st century?

Whereas the twentieth century was dominated by “closed-network” companies, the twenty-first century was disrupted and lead by “open-network” models.

In the past, corporations tried to expand by growing the biggest possible closed networks: taking over the supply chain as much as possible. Or in other words, following the monolithic, closed networks. They figured out that the transaction costs of finding vendors, negotiating contracts and making sure the work gets done right are high, and the best route to cut those costs was to bring them in-house.

However, things have changed in the 21st century, as Don Tapscott put it in Wikinomics:

the Internet has caused transaction costs to plunge so steeply that it has become much more useful to read Coase’s law, in effect, backward: Nowadays, firms should shrink until the cost of performing a transaction internally no longer exceeds the cost of performing it externally.

Don Tapscott

For the 21st century, when we mention “outsourcing”, it doesn’t just mean cutting costs, but to create significantly better products. Looking at the open-network models of well-known disruptors: Kickstarter, Uber, Airbnb, Netflix, Spotify. They are NOT growing by trying to take over the supply chain. Instead, they try to build an open-network platform, which is so great that the partners crave to enter their network.

This leads to a crucial lesson for business in the 21st century: build specialized open-network platform. There is no better time to go specialized. As Jim Collins put it in his “Good to Great” book the “Hedgehog Concept”. He found that among the firms he analyzed, the great ones were all hedgehogs, not foxes, borrowing from a Greek poet’s word “The fox knows many things but the hedgehog knows one big thing”.

Google focused on one big thing: being great at search (The Google guys defined “great” as: speed, accuracy, ease of use, comprehensiveness and freshness). Uber focused on one big thing: being great at transportation (cheap, available, safe, fast). Airbnb focused on one big thing: being great at providing places to stay when traveling (cheap, variety of choices and local).

Advertising needs to be perceived as Service for the people

In the old world, you devoted 30 percent of your time to building a great service and 70 percent of your time to shouting about it. In the new world, that inverts.

Jeff Bezos

What has changed? It is the nature of Advertising. It’s no longer about building a mediocre product and shouts loudly about it. Of course, if you have so much money to waste, then that’s the lazy way to go. But what doesn’t have real substance won’t last long in these days of constant innovation & disruption.

That’s why advertising has to change. It should no longer about shouting about how good your brand is. It should be more about doing things that matter, then talk about it. Advertising should be treated as value-added service to customers.

Do something. And talk about it. Because no talk can be more impactful than real actions that prove what your brand stands for.

Treat Advertising as Service for the people. Because people don’t buy your product, they buy the Brand- the total package of the product and the perceived added valued from the name.

E-Moving Steep Discount

To drive sales of its e-bikes, E-Moving created a digital tool that created discounts based on the steep inclines they have to ride over on their journey to and from work.

The website used the topographical data from Google Maps and adjusted the prices of e-bikes accordingly. The more challenging the route, the bigger the discounts.


A good business solution that combines between creative and technology.



Wedel’s “Hear Taste”

Chocolate is a very sensual product, but we normally can only dramatize the “tastiness” of chocolate through visuals. When Wedel launches its new Dark Chocolate, it wants to bring tastiness to a whole new level, which requires more than tasty visuals.
The campaign strategy came from the unique process of making this chocolate: only oil used in its production in cocoa oil. This unique process results in a very unique sound that this Wedel Dark chocolate makes.
To bring the idea to life, the agency uses the latest trend in producing audio-induced experiences: ASMR (autonomous sensory meridian response).
Read the campaign in more details here:


For more information about ASMR, watch some top Youtube videos exploiting on this trend:

Creativity needs both an open mind and a closed mind


An open mind allows the permeation of many ideas. But an open mind is good for achieving the quantity, not the quality of ideas.

An open mind is easy-going, which sees the beauty in everything. But it is bad at critical reasoning. It fails to question the conventional wisdom.

A closed mind is often an opinionated mind, which has a strong for and against. That belief fixation provides an anchor to develop and challenge ideas. It provides an in-depth exploration of the issue.

Whereas an open mind brings a wider angle to look at things, a closed mind provides a deeper observation of the object.



Summary: The Four Stages of Life

Thankfully, today I stumbled on good stuff on Facebook. It is a blog post of Mark Manson, a NY Times author, which has a catchy name (to me): “The four stages of life”.

Mark suggested that there are 4 stages of life: Mimicry, Self-discovery, Commitment and Legacy.

Stage One: Mimicry

We grew up mimicking to become a socially acceptable human. As a result, we identify the rules and norms unconsciously, and direct our thinking and behaviors according to those rules and norms. In this stage, it is external approval and validaiton that matters most to us. In this blog entry, Mark mentioned that this stage is where there is an “absence of individual thought and personal values”.

Therefore, the advice for people in this stage is to be “aware of the standards and expectations of those around us”. But at the same time, we must “develop the ability to act by ourselves and for ourselves.”

Stage Two: Self-discovery

Whereas in stage One we learn to fit in, in stage Two we learn “what makes us different” from people and culture around us. We sometimes call them the “Beta people”, who are in the process of exploring their identity.

They often fall in the description of the marketing jargon “Millenials”, who can’t stay at any companies for too long and ready to quit their jobs for traveling. People call them spontaneously unthoughtful, but the fact is they are fighting internally about who they are and why the hell they are here.

Through a lot of trials and errors, these guys start to realize their strengths and weaknesses. They start to learn what excite them and what suck them to death. They realize “there are opportunity costs to everything, and that you can’t have it all”.

And there are people who stay in Stage Two too long. Mark refered to them with “Peter Pan Syndrome”- the eternal adolescents, always discovering themselves, but finding nothing.

Stage Three: Commitment

In Stage Three, after a while of exploring, winning and failing, you know who you really are. And “now it’s time to make your dent in the world”.

Stage Three is when you get it done. “You double down on what you’re best and what is best to you. You double down on the most important relationships in your life. You double down on a single mission in life.”

People in stage Three start to wonder: “What will I leave behind when I’m gone?” They start to build their legacy by maximizing their potential and focusing on what they are really good at.

Stage Four: Legacy

These people have created a legacy, which they somehow feel fulfilled and proud of. Now, they concern about making sure the legacy lasts beyond their death. They concern about passing their beliefs and wisdom to the next generation.

People in this stage need to feel they have done something meaningful for life. Stage Four is important because “it makes the ever-growing reality of one’s own mortality more bearable”.

Read more about the implications behind all of this at this link: https://markmanson.net/four-stages-of-life