clear

copywriter & concept developer

copywriter & concept developer

Claartje Bours

Claartje Bours

Could you write about white rice?

Could you write about white rice?

Absolutely, you can find a metaphor in everything. Alright, go ahead. You can see white rice as a kind of base. It's there. Solid, functional, and above all, very safe. You can serve it as is, and no one will complain. But it will never be special. Its the text without tone. The briefing without soul. The presentation that is correct but interests no one. Because white rice needs something. Spice. Flavor. Color. Words that fit and surprise. Colors and shapes. Rhythm and passion. Creativity lifts it up, adds to it, and gives it meaning. Only then does something emerge. Something to return for. A story that sticks. Serve a curry, not dull white mush. In the end, everyone needs white rice in their life, but it's up to you what you make of it.

Absolutely, you can find a metaphor in everything. Alright, go ahead. You can see white rice as a kind of base. It's there. Solid, functional, and above all, very safe. You can serve it as is, and no one will complain. But it will never be special. It’s the text without tone. The briefing without soul. The presentation that is correct but interests no one. Because white rice needs something. Spice. Flavor. Color. Words that fit and surprise. Colors and shapes. Rhythm and passion. Creativity lifts it up, adds to it, and gives it meaning. Only then does something emerge. Something to return for. A story that sticks. Serve a curry, not dull white mush. In the end, everyone needs white rice in their life, but it's up to you what you make of it.