Pro-Human Presents... Eugene Cheong, Asia's Most Awarded Creative Director

Pro-Human Presents... The Man Who Wrote A Book By Hand In The Age Of AI.

Asia's most awarded creative director — 250+ Cannes Lions, one of D&AD's 50 greatest copywriters of all time — wrote his manifesto by hand. Word by word. Charcoal and ink on paper. At 67. Because craft and courage cannot be artificially generated.

Eugene Cheong is not a man who follows conventions. As Chief Creative Officer of Ogilvy Asia Pacific for a decade (2009–2020), he built the most awarded creative network in the region — seven consecutive "Creative Network of the Year" titles. His philosophy was simple and uncompromising: 99.99% of advertising is pollution. Only the 0.01% that dares to be genuinely different has any right to exist. The rest evaporates on human contact.

Now, at 67, he has written a manifesto. Not typed, not dictated, not generated. Written — 13,000 words in his own hand, in ink and charcoal — with 71 illustrations by the wacky, wonderful, high-energy Simon Spilsbury. The book is called Cowards Don't Go To Heaven: The Scribblings of A Lost Creative Soul Who Found Paradise. It is published by Victionary, Hong Kong.

The book explores eight habits of highly creative people — not as theory, but as physical demonstration and proof of philosophy. It is the reckoning of a man who spent six years in the wilderness after leaving the corporate world, and came back with something to say that could only be said slowly, deliberately, and in ink and charcoal.

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