Even though this is not what would traditionally be regarded as copywriting, I think it especially helps not to always judge copywriting in terms of what it traditionally should be. Holstee is a clothing and lifestyle start-up founded by three friends around some common ideas about what they wanted to do. What came to be known as The Holstee Manifesto was actually their mission statement, written in tidy typo on a poster. Apparently it became one of their best selling products. One of the guys said the reason the manifesto was shared 500,000 times and viewed over 60,000,000 times on the Internet is probably people's hunger for genuine values. And I think that goes for copywriting in general - the more genuine it is, the more meaningful it can become.
P.S. Note to self: my favorite part is probably the phrase saying life is about the people you meet and the things you create with them. I'll try to remember it.
P.S.S. Below, the video version:
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