COPYWRITING: MANIFESTO #1

2 manifesto examples, one more effective than the other

Writing manifestos is an essential part of copywriting and concepting. A manifesto is a piece of text that introduces and leads into a concept, acting as its soul. It sets the tone, mood, and vision for the entire idea, serving as a source of inspiration for its execution. This is why a manifesto needs to be both imaginative and impactful. It has to set the stage and guide the client in understanding the essence of the idea.

A well-crafted manifesto becomes the foundation on which entire campaigns are built. That's why it must be imaginative, interesting. And the first step to becoming a Copywriter who can write outstanding manifestos is learning to distinguish a strong one from a less effective one.

Working at a big agency, I stumble across a lot of presentations with manifestos. While most of them are great (my colleagues are all very talented), some naturally fall short.