Heaven
A book about hard truths that hits back — every page comes with a literal slap to the face.
The translation and summary on this page were generated with AI. Some expressions or proper nouns may be translated inaccurately, so please check the English original for the precise content.
AI Translation Summary
To launch Eugene Cheong's book “Cowards Don't Go to Heaven,” this online film takes the phrase “hard-hitting” literally: a burnt-out young creative is slapped in the face with every page he turns. It ends with a bruised cameo from GUT's Anselmo Ramos. Within a week of launch, stock across Asia was running low.
Cultural Context
Eugene Cheong is one of Asian advertising's most revered copywriters; the book distills four decades of craft, hand-lettered across 13,000 words with illustrations by Simon Spilsbury. Anselmo Ramos is the co-founder and Creative Chairman of the global agency GUT.
Entry Information
Summary
To launch Eugene Cheong's newest book, Cowards Don't Go to Heaven, a hard-hitting online film was created. The film takes a literal approach to "hard-hitting" lessons to navigate the exciting yet anxiety-inducing creative industry. It opens on a burnt-out young creative, who decides to crack open a fat red book. The moment he flips the first page, he is blindsided by a brutal slap to the face. As he tries to power through the chapters, he is subjected to an unapologetic barrage of slaps, trying while failing to resist the book’s tough-love impact. The film culminates in a surprise cameo by Anselmo Ramos, Creative Chairman of GUT, who is seen nursing his bruised face with an ice pack, trying to recover from his own reading session. Film's result? Book is running out of stock.
Strategy
The film takes a literal interpretation of the book's "hard-hitting" nature that brought to life four decades of industry-defining wisdom, immortalized in 13,000 handwritten words and accompanied by 71 raw illustrations from acclaimed illustrator Simon Spilsbury, offering guidance in navigating a creative industry in an era of AI shortcuts and fear.
Execution
It opens on a burnt-out young creative, who decides to crack open a fat red book. The moment he flips the first page, he is blindsided by a brutal slap to the face. As he tries to power through the chapters, he is subjected to an unapologetic barrage of slaps, trying while failing to resist the book’s tough-love impact. The film culminates in a surprise cameo by Anselmo Ramos, Creative Chairman of GUT, who is seen nursing his bruised face with an ice pack, trying to recover from his own reading session.
Results
Demand exceeded expectations, with stocks across Asia running low just a week after launch.