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It’s one of advertising’s oldest jokes: Every copywriter has an unfinished novel collecting dusk in a desk drawer. But it’s still on the nose—especially now that Miami Ad School and Grey Canada have actually collected a bunch of such false starts from around the world and published them as an anthology of opening passages.
“Chapter One” by the First Chapter Project, now available for pre-order, breathes new life into the old saw, featuring contributions including “The Alphabet Book” by Susan Credle, Global CCO at FCB; “The Book of Mongo” by Tom Christmann, partner and CCO at DiMassimo Goldstein New York; “The Mind’s Eye” by Paul Nagy, CCO at VMLY&R Australia; and “Hemingway,” by Ralph Steiber, founder and creative director at Story Berlin.