The Folks of Amsterdam

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David Snellenberg / Dawn: “Be the underdog,
even if you’re really not”

Interview Dorien Franken
Translation Siji Jabbar
Photography Jerome de Lint

The first article about you that came up in my Google search declared you the best in your field. Seriously?

Do accolades like these mean anything to you? I’ve been asked that before, and I honestly don’t know what to make of it. I’ve always felt like an outsider, but such accolades suggest I’m not. I always imagined you have mainstream advertising at the centre and a loose bunch of people just doing their own thing at the periphery, and that’s where I saw myself and my agency. But apparently what we’ve been doing is what society or the creative industry is interested in now. We’ve become part of the zeitgeist by sheer accident, but we’ve been doing what we do for ten years. 

Has the recognition been too long in coming? Oh no, not at all. I’m just glad that the industry managed to evolve. The little tricks that we defined as creativity are now history. 

Your father, Willem, was an art director. Would you say you were born into advertising? Not many people know that. Did you find anything about him online?



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