This book is a collection of emotional, human essays written by Yoo Byoungook, a copywriter and creative director who has spent 18 years in the advertising business. It uses a sensational and sophisticated style of writing to observe things, take notes, listen to music, underline sentences, and talk about an ordinary day.
- Book Intro
How do copywriters spend their daily lives so that they can come up with such brilliant ideas? How do they spend time in free time? The book Usual Discovery talks about how the author as a copywriter and creative writer, usually spends his time, i, e, time spent in observing things, taking notes, listening to music, and underlining sentences.
The author is a creative director of the advertising agency TBWA KOREA, and 18-year career copywriter. His famous advertising copy includes e-Pyeonhansesang's "Build with Sincerity," and SK Telecom's "Do what you think, that's the answer."
This book reveals how everyday's small ideas are transformed into special ideas in an emotional and refined style of writing. It also gives a reader an opportunity of peeping into the ordinary yet extraordinary life of a creative director.
Author Yoo Byoungook says, "If you do not flow 'usual' away, and instead you enjoy the 'usual.' the 'usual' will quietly present you with sparkling joy." The book contains such shining moments. For example, you should care about the smallest detail to make a "15-second" ad, capture the brightest moment through unbiased observation and keen sense, have your own style while respecting others', listen more carefully if some music is particularly good, and be sympathized with the leaders who achieved the peak in their field while reading their interviews.
The book is filled with the joys that the author had when some ideas came upon to him while filming commercials, watching TV, meeting juniors, eating, listening to music, or reading on Instagram.
Perhaps the readers of this book will discover how abundantly they can fill the ordinary time they sometimes waste. Such moments are life's hidden gems.
- About the Author
Yoo Byoungook (M), a 18-year career copywriter, believes that the essence of advertising is in solving corporate problems. He is currently working as a creative director at an advertising agency TBWA KOREA. He studied Anthropology at Seoul National University and holds a master's degree in marketing communications from Westminster University, London. He won Korea's first Global Winner Award in the Facebook Awards for the ABC Mart campaign "Shoes That Never Existed." In his book The Joy of Thinking, he talked about the "pleasure of the process" of growing small ideas and about the "basics of thinking."
Kyobo Book Centre, August 2019, This Month's New Books
Kyobo Book Centre, August 2019, New & Hot
- Bestseller Rank
Kyobo Book Centre, August 2019, Ranked 9th in Humanities