Puppy Projects #1: Thijs van den Broek, Art Director Buenaparte

From event to event, campaign to campaign, it’s easy to overlook the brilliant ideas, the impactful campaigns, and - most importantly - the individuals behind them. That’s why, in partnership with FONK, JongeHonden is launching the ‘Puppy Projects’ series. This initiative aims to shine a spotlight on the people and the work that deserves some love.

For the first installment of the Puppy Projects series, we’re excited to feature Thijs van den Broek, an Art Director at Buenaparte in Groningen. Thijs is no stranger to JongeHonden - we awarded him the Rising Star Award at the AWOL Community Awards back in January.

Introduction & Background 

1. Tell us who you are in one sentence
I’m Thijs, an Art Director from Groningen who’s addicted to making things.

2. What's your role in the creative industy, and what kind of work excites you the most?
I’m Thijs, an Art Director from Groningen who’s addicted to making things. As an Art Director at Buenaparte, I focus on creating work that doesn’t just look good but also makes people feel, think, or act differently. I’m drawn to projects that touch culture, shift perspectives, or spark something larger than the campaign itself. It doesn’t have to be big, but it should be impactful.

3. How did you first hear about JongeHonden? Can you describe your experience with JongeHonden in three words?
I first encountered JongeHonden after living in the UK, where I participated in competitions like Young Lions and D&AD New Blood. The energy of working on those briefs was something I loved. When I moved back to the Netherlands, I searched for a similar creative playground - and found JongeHonden.
Three words: Supportive, Addictive, Inspiring.

The Work: Campaigns & Projects

1. What’s the boldest or weirdest idea you’ve ever pitched? Did it get made?
I once pitched a campaign for pickled beetroots called "Death to Dull Salads". The idea featured people in aprons, dramatically adding beetroot to their salads with kitchen knives, leaving behind beetroot stains resembling blood. I still think it would have been 'bloody' effective in selling beetroot, but it was a bit too intense for the client. If any pickled beetroot brands are reading this, feel free to get in touch!

2. If you could spotlight one piece from your portfolio, which one would it be and why?
That would be the FC Groningen jersey I designed last year. The idea was inspired by the city’s legendary defense during the 1672 siege by 'Bombing Berend'. I’ve been fascinated by the story for years, so I pitched it to the club without a brief. The jersey became one of their best-selling kits, selling out within hours and gaining international attention for a club typically followed only in the north of the Netherlands. It’s a project close to my heart (green and white, of course).

3. What was the insight or idea that sparked this work? How did you develop it?
Groningen locals, both young and old, share a deep pride in this historic battle. I saw parallels between football and warfare, so I thought FC Groningen should combine the two to channel the city’s pride into something even more meaningful.
The project began with a rough shirt mockup and campaign idea, which we developed with the club over the course of the year. The kit manufacturer played a crucial role in crafting the story, and replacing the club logo with a historic shield was a bold move that ultimately paid off.
The visuals were shot by Ewoud Rooks in the Aa Church, which survived the 1672 attack. The photos, lit with painterly light, featured the new shirt worn by FC Groningen’s defenders - symbolizing the modern-day fortification of the city.

"The kit sold out within hours, and people shared it across the country. Even the international media took notice"

4. What was the biggest challenge in creating this work, and how did you overcome it?
The main challenge was aligning everyone on a concept that could have easily become overcomplicated or diluted into something generic. A football shirt without the club logo is a huge decision - it’s about identity, tradition, and pride. We overcame this by focusing on the full story and showing how it would resonate emotionally with the city and its supporters. Ultimately, this approach won everyone over.

5. Did this project push you out of your comfort zone? If so, how?
Absolutely. It wasn’t just about visuals - it involved strategy, storytelling, production, and even historical research. I had to go beyond 'making it look good' and ensure every detail contributed to the overall story.

6. What was the response to this campaign, both internally and externally?
It was incredible. The kit sold out within hours, and people shared it across the country. Even the international media took notice. It’s still amazing to see people wearing the shirt everywhere - in the stadium, at the gym, or even during their morning jog.

7. If you had to sum up this project in one tagline, what would it be?
Fight for the idea.

JongeHonden Experience & Impact

1. What’s the most valuable lesson you’ve learned from a JongeHonden pitch or challenge?
Don’t wait for the work to be perfect - trust your gut. Tight deadlines and creative freedom push you to rely on your instincts.

2. Can you walk us through a JongeHonden pitch you worked on? What was the brief, and what did your team come up with?
Last year, I worked on a tough brief from the NPO, asking us to convince people that allreligions should be abolished. We flipped the concept and introduced the Tooth Fairy as a peaceful alternative to conventional religions. The visuals showed a world full of smiling people with no war, no arguments - just big smiles and no teeth.

3. How did working on JongeHonden briefs prepare you for real-world creative work?
JongeHonden pitches sharpen your instincts and force you to focus on the core idea. These skills are invaluable in everyday agency life.

Industry Insights & Advice

1. What makes a campaign truly stand out in today’s creative world?
Work that makes you smile. Everything has become so serious - brands, algorithms, even soft drinks. Humor stands out.

2. What advice would you give to young creatives wanting to break into advertising?
Start making things before you're asked to. The best portfolio is filled with ideas for brands or causes you care about.

3. What’s an advertising trend you love (or hate) right now?
I love how generative AI is freeing up time for concept development and craft.It allows you to focus more on thinking and exploring new ideas by speeding up tasks like concept imagery, strategy drafting, and retouching.

Other

1. What’s a dream brand or client you’d love to work with, and why?
I’d love to work with Hummel on their comeback. They’re a brand with a rich history that understands sports as culture. That said, I also enjoy working with smaller brands and local governments, where there’s more room for creating work that genuinely matters.

2. How do you measure success in your creative work - awards, engagement, personal satisfaction?
For me, success is when a campaign makes an impact beyond advertising. When people remember it, talk about it, change their behavior, or feel something because of it - that’s true success. Awards are great, but impact in the real world is what truly matters.

What Next?

A big thanks to Thijs for taking the time to work with us on this article. We hope this inspires you to work hard, do what you love, and never stop creating. This is just the start of the Puppy Projects series, and our goal is to highlight one new person and their work each month. So please reach out to us and let us know why you think you deserve that spotlight to shine on you!

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