Issue 04

Happy Monday.

This week, I came across a poem called “Working Together” by David Whyte:

We shape our self
to fit this world

and by the world
are shaped again.

The visible
and the invisible

working together
in common cause,

to produce
the miraculous.

I am thinking of the way
the intangible air

passed at speed
round a shaped winged

easily
holds our weight.

So may we, in this life
trust

to those elements
we have yet to see

or imagine,
and look for the true

shape of our own self,
by forming it well

to the great
intangibles about us.

It’s a pretty piece of writing. But the context in which it was used is absolutely wild.

It was written for The Boeing Company to introduce a new 777 passenger jet. Rather than sell the product with rhymes, stock phrases, buzzwords, or boring lingo, the poem speaks to the mysterious nature of flight and its relationship with humanity.

Let this serve as a friendly reminder that you can always find a fresh and insightful way to say something. Whether it be poetic, weird, or whatever.

Now…onto the ads.

HEADLINE — UNUSUAL LA X MOMA

Sometimes, the lines that stick like superglue are the ones we understand without having to think too much.

SENTENCE — PORTO ROCHA X UPWORK

First, if you haven’t heard of Porto Rocha, check them out. They’ve done some pretty dope work for a range of brands like the Sundance Film Festival and Spotify.

Second, this ad hits a real sweet spot. Brands constantly say they want to be more human, more relatable, more accessible, etc. Then proceed to do the opposite.

This is how you actually execute “human.” Real people. Simple copy. Not trying too hard to push a narrative.

(And the footer puts a nice little bow on it all: “The world’s work marketplace.”)

PARAGRAPH — HANS BRINKER

Sure, it may not be the grandest place to stay. But Hans Brinker Hostel writes some damn good web copy.

Turns out that admitting your shortcomings is oddly endearing…

“WHEN BANKERS GET TOGETHER FOR DINNER, THEY DISCUSS ART. WHEN ARTISTS GET TOGETHER FOR DINNER, THEY DISCUSS MONEY.”

— Jonah