You have a way with words. The copy test.

A practical way to understand how you think, not just how you write.

It’s your first real shot at proving you can think strategically, find the right tone, and respond to a brief with purpose. A copy test goes beyond the portfolio. It shows how you approach a problem, shape an idea, and communicate it clearly enough to drive action.

For writers, it’s a chance to demonstrate thinking, not just talent. How you interpret the
task. How you choose your words. How you turn insight into work that makes sense for
the brand and the audience.

Led by industry giants, including the legendary Alistair King, this initiative is available to anyone looking to pursue a career as a copywriter.

Here’s what you need to do:

Answer no fewer than seven questions.
You can change and add answers at any time after you’ve posted.
Rough pencil or pen line drawings can be uploaded to explain your idea(s).
Please don’t over-art direct your layouts – we want your words and ideas to be
the hero.

Questions:

A beer truck has lost its cargo on the N1. The highway is now strewn with six-packs of ice-cold beer. Write three short paragraphs about the incident from the perspectives of three totally different characters.
Pick one of the following:
1. Two prominent South African musicians ask you to write the lyrics for a duet for them. They come from two very different music genres, but they want to tell the world that they are in love through this one song. Write the lyrics.
2. The above-mentioned couple has a nasty and fractious falling-out. One of the singers decides to release a “revenge” song expressing his/her bitterness over the break-up. He/She gives you great detail and asks you not to hold back. Write the lyrics
The Department of Home Affairs needs a TV ad and a digital or social media campaign to convince South Africans that immigration is good for our country. Write both.
Send a tweet on behalf of a detergent company to a prominent musician asking him/her to refrain from using filthy language.
Tinder has launched a special version of its dating app aimed exclusively at romantically connecting writers with other writers. The app is called Minder and you’ve decided to post yourself on it. Write a profile that you think would make you very interesting or attractive to another writer (max 100 words).
A very angry influencer publicly complained about an advertisement your client made. The ad in question had a picture of kids eating bananas, but the influencer thought the bananas looked too much like guns. Write an apology.
You are sitting in an art gallery admiring a painting. A woman sitting next to you leans over and tells you that she is blind and has heard wonderful things about the painting in front of you. She says that she would love to imagine what you are seeing and asks if you could describe it to her. Paint a moving word picture for her. (Painting: courtesy of Marlena Horak)
Nike introduced their iconic tagline, “Just Do It”, in 1988. Now, after more than three decades, they have decided to replace it with something new. They have asked you to work on four options for them according to the briefs outlined below:

Option 1: Write a line that is focused on the superior quality and unique design of Nike gear, without losing the spirited attitude of the existing line.
Nike. _____________

Option 2: Write a line that conveys the same overall meaning as “Just Do It”, but comes across as an invitation rather than an instruction.
Nike. _____________
Option 3: Instead of words, use emojis or any other iconography you can think of that will be universally understood.
Nike. _____________
Option 4: For the South African market, Nike wants to keep the current sentiment of “Just Do It”, but would prefer to express it in a uniquely South African way. Write a line in any language or South African nuance you wish.
Nike. _____________
In addition, write a short paragraph to sell your new line to the global client (they won’t understand our local nuances, so it’s your job to contextualise your recommendation).
Take an everyday occurrence and write it as a poem or piece of spoken word.
Your client is a local brand called Shwe Wear that makes clothing for young women between the ages of 10 and 21. They not only want their brand to carry a strong message of gender equality, but are prepared to go out of their way to confront existing stereotypes. They want their ad to break on International Women’s Day. Write a brand advertising campaign using any channel of your choice
You receive an intriguing text from a complete stranger. You decide to respond. Write a short conversation that tells a big and tantalising story (max nine bubbles of dialogue).
Monday has a bad reputation that seems to have a direct and negative impact on motivation and productivity levels at the beginning of every week. A group of business entrepreneurs have decided that Monday needs to be repositioned in people’s minds and marketed in a positive light. Write a brand manifesto* (max 350 words) and a social media campaign with any digital elements you wish to use.
*Many big brands have what is called a brand manifesto – a piece of writing (or a video) that defines the brand’s purpose and belief system in a succinct, impactful way. It’s usually to sell the soul of the product in question, and not the advertising idea itself.
The South African government has announced its intention to replace the current national anthem with a new one that continues with the spirit of unification. Write the words for a new anthem.
Your fast-food client Big Belly Burgers believes they have a genius idea. They want to market a burger that contains, in their words, “all the necessary ingredients to provide a fully balanced meal”: Healthy fat (in the olive oil basting), Grains (in the bun), Dairy (in the cheese), Vegetables (the lettuce and onion) and Fruit (the tomato and pineapple). Name the burger and write an in-store poster and a TV ad. The client wants you specifically to write it because they want all the colloquial uniqueness of your first language to be used.
You have just written a book about a young man or woman who is hiding a secret from their community and their love interest. Write the first sentence of the book as well as enticing back cover copy as if it were in the following genres:
1. horror,
2. romance,
3. comedy and
4. superhero
Caption one of the following images in any way you wish. Make it thought-provoking and/or entertaining.
The National Defence Force is wishing to transform itself and its reputation regarding inclusivity of the LGBTQI community within the military. They’ve decided to do so by embarking on a recruitment campaign to attract members of the community to join the army, navy or air force. Create a marketing campaign using any channel or combination of channels you believe will do the job.
Your client believes the next big summer fashion wave for men is crochet shorts. Come up with a catchy brand name for this range and create a poster and outdoor billboard campaign (at least two elements) pitching this new fashion trend to South Africans.

You have a way with words. The copy test.

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