cool friends doing cool stuff
the clipboard community is small but powerful
Hello and welcome to clipboard, a weekly publication about doing your best! On this stinkingly hot London week, I’m sharing two cool things from clipboard readers who embody the spirit of what I think is good and cool in this world.
This week I’m doing something a little bit different. Two of my friends and clipboard readers had cool things happen in their creative lives, and I thought I’d share them because they represent things I, and this publication, care about: creativity, passion, doing cool things not because they pay well but because the world needs more good stuff.
Here we go, and if you have cool shit you want to promote in these pages, you can always send me an email or a Substack DM!
moccona heft merr, mmmm
I joked to Leonard, a good friend, musician and producer of my university radio show, Reilly’s Radio Show, that I was working on an insufferable LinkedIn post about his new song, Moccona. He told me I had to push more on that idea, so here it is. Seriously, though, listen to this song, it’s fantastic.
💭 WHAT MY FRIEND’S SEXUAL AWAKENING TAUGHT ME ABOUT BRAND MARKETING 💭
When Moccona’s ad agency was cooking up a new brand campaign in the 2000s, I doubt “inspire a post-ironic song about the woman we cast in a few decades time” was in the brief.
It was probably something more like “separate Moccona from other brands,” “associate Moccona with premium quality,” “generate an XX% uplift in the consideration stage of the sales funnel.” Fun stuff like that.
And yet, in 2025, Leonard Powell, who actually briefly worked at an instant coffee company, has put out a fantastic song inspired by that very ad, and the mysterious way it ends.
“Moccona heft meer mmmmmm.”
What does it mean? I’m not entirely sure, but it clearly made an impact on Leonard.
While none of my UK colleagues understand the reference, those that get it, get it.
That’s the power of great brand marketing. It sticks in the brain, and the best ads don’t just generate sales, they generate unexpected magic: remixes, cultural references, and the occasional oddly sexy song about watching it as a child.
We should all strive to have the impact those 2000s agency folks have had with our own work.
What’s your Moccona? The ad reference you can’t get out of your head, that seeped into your daily life and took over? Sound off in the comments! ⬇️ ⬇️ ⬇️
I strongly CONCOURS
Making clothes is a famously difficult business. Just recently, clipboard favourite Thom Morison shut down despite making beautiful product out of the best fabrics, at what would be a great price point in the UK, with a lovely retail experience in Grey Lynn.
It’s hard enough to make great product, but turning that into a business is a whole different kettle of fish. Because of that, watching clipboard community member (and my flatmate) Chris Smith build his label au CONCOURS up to a Paris showroom debut next week has been fascinating.
au CONCOURS is inspired by motorsport, made in London, all great clothes built to become heirlooms over the decades, not cycled through for next season. Next week Chris takes it to Paris too sell to retailers, and this week Viva ran a double page spread about it. Very cool for a fellow Auckland→London transplant to be making some waves back home, while setting up for success in the big smoke.
Samples for the collection have been knocking around our flat, and trust me, there is good stuff coming once it all lands. I am certainly going to be enquiring about a personal order…
clips
I have been bumping the new Haim album since it came out yesterday, and ‘All Over Me’ is an absolute tune - great video as well.
My favourite YouTube series Jet Lag the Game is back, playing Snake around Korea
I am absolutely shook by how many people are rocking those little USB charging handheld fans on the tube. Just fill a water bottle, imo!
Articles of Interest, the best thinky podcast I listen to, is back!
In a follow up to last week’s summer issue, I did a trawl through the END Clothing sale for good finds, click and surf: Bode shorts Paul Mescal would def wear, shiny lavender CP Company shorts, Drake’s rugby jersey, 100% Ralph Lauren polo bear jumper, perfect holiday polo from Universal Works, a beautiful Story mfg overshirt, Beams Plus chambray shirt,
I’m heading to Antibes for a birthday weekend chill in two weeks, if you have any tips for things to pack to go to the South of France or places to go for a cold beverage or swim, drop them in the comments! Also, if you’d like to give me a birthday gift, hit me up for the address!
Speaking of travel, I am eyeing up this EasyJet carry on sized tote from Arket
That’s all for clipboard this morning, thanks for reading! I’ll be back on
Au concours western shirt is probably the most beautiful thing ive ever seen