It near brings a tear to the proud, fatherly eye.

This is my 10-year-old son Lukje’s latest homework assignment, which was to design an eco-friendly vehicle. It wasn’t so much the concept and drawing as the naming and copy which caught the eye. In case you can’t make out the body text it reads:

‘You’ll be round the rainforest in no time with this solar powered two seater!’ It has a real economy, rhythm, and an engaging tone of voice. There’s even a nifty bit of alliteration in there. He’ll be troubling the pages of the D&AD Annual before you know it. That’s my boy.

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