Walk a mile in someone else's shoes to write copy.

A few months ago, I saw a movie. In the story, the male protagonist possessed 23 distinct personalities within himself.

I work in advertising, but I can't speak for every consumer. Products and services targeting my generation are easier to imagine. I might even use them myself. At the very least, I never lack material for copywriting. But work doesn't end with just what I know well or find enjoyable.

Inspired by that film, a solution emerged: empathize with the audience. Empathy is the magic that changes everything. Once you understand them, acceptance comes naturally. They begin to live within you, and a connection forms. Then I can become a housewife one day, a banker the next. A hairdresser. A traveler. A teenager in puberty. Transformation is now effortless.

In advertising, today I rack my brains over how to sell sanitary products. A new product that absorbs from all angles without leaks. Tomorrow, I'll be assigned to a health drink made from fermented palm sap. It has an overpowering smell I doubt I could ever drink. Handling two completely different products simultaneously is quite a challenge.

The English idiom "walking in someone else's shoes" means putting yourself in their position. Diapers. Beer. Perfume. Kitchenware. Cars. Since I chose this job, I never know what product I'll handle next. So, I walk in someone else's shoes for each product I'm assigned. I temporarily transform into a different persona to write copy. I try to find that communication circuit connecting me to that person.

My mother currently loves a certain commercial featuring a baby. Actually, I created that piece. I transformed into a mother who finds the baby utterly, unbearably adorable and wrote the copy. I haven't revealed that secret to her yet.

(Supervised by: Dentsu Inc. Global Business Center)