Puppy Projects #2: Kiki Holshuijsen, Senior Copywriter GUT Madrid

Campaigns come and go, but the ideas, the creators, and the GUTsy thinking behind them deserve more than a fleeting moment of recognition. In collaboration with JongeHonden, FONK Magazine proudly presents the second episode of Puppy Projects: a series spotlighting the rising stars of creativity and the brave but brilliant work that put them on the map.

This time, we sat down with Kiki Holshuijsen, Senior Copywriter at GUT Madrid. Kiki brings her multilingual wit, sharp instincts, and subversive humor into every line she writes (and every taboo she gleefully pokes at).

Introduction & background

1. Tell us who you are in one sentence!
Hi, I’m Kiki Holshuijsen, a multilingual creative copywriter with a last name that’s impossible to pronounce (especially in Spain, where I live) and a first name that’s slang for infinite profanities around the world (…most of them in Spain).

2. What’s your role in the creative industry, and what kind of work excites you most?
I’m a Senior Copywriter at GUT Madrid. I get most excited by work that changes how you look at something, long-term. I studied political science and psychology, and originally became interested in advertising because it’s a masterclass in persuasion. Being able to influence people’s opinion is a superpower.

3. How did you first hear about JongeHonden? Can you describe your experience with JongeHonden in three words?
When looking for programs like the global Young Lions initiatives, to practice pitching award-worthy creativity. JongeHonden provided a big springboard for me when my portfolio got picked for the 2022 Golden Saw competition - made to spotlight the country’s upcoming creative talent. Three words: Support, Opportunity, Community.

The work: Campaigns & projects

1. What’s the boldest or weirdest idea you’ve ever pitched? Did it get made?
While reviewing the website of our client at the time, adult accessory brand EasyToys, I wondered out loud whether their products shouldn’t be sorted by sex, rather than gender: vaginas, penises… And buttholes, my boss added. Well, yes! But first, we had to make anal play cool for straight men. Thus, ‘Explore Uranus’ was born: a space-themed campaign including a 90-second film full of "black hole" innuendos, visual metaphors, and even an ‘Ass-tronaut Training Kit’.

2. If you could spotlight one piece from your portfolio, which one would it be and why?
Our most recent work with my fabulous partner Fran Pascual and the team at GUT: "Certified by the Sun" for Corona’s 100-year anniversary. We captured the brand’s weathered logos on walls, bars and shops around Mexico, to celebrate a century of collaboration with the sun. I just think it’s beautiful in so many ways. The message is simple; the idea tells itself. The visuals are impactful, because of their imperfections. And it feels like a fitting, authentic tribute to Corona’s legacy - which is precisely what the campaign’s highlighting.

3. What was the insight or idea that sparked this work? How did you develop it?
There’s this really fun Instagram account called @badfoodgoneworse, which shares all these unappetizing photos of discolored food signs outside of snack bars etc. Yet they contain this intriguing storytelling, which instantly connected with the brand’s history and relationship with the sun, inspiring us to reinterpret these faded signs as a positive thing - a stamp of approval from the sun itself. So never underestimate what can sprout from niche corners of the Internet!

4. What was the biggest challenge in creating this work, and how did you overcome it?
It was a big undertaking, finding the best examples of such faded logos across Mexico, from Madrid… Luckily, we’re part of a super supportive network and got to work side by side with the Mexico office, who managed everything on the ground and helped us craft the images that went out into the world.

5.. What was the response to this campaign > internally (from your team) and externally (from the audience)?
The reaction has been really positive - both from our team and from the public - with lots of lovely comments, especially from proud Mexicans. It’s just amazing to see the sentiment strike a chord with so many people.

6. If you had to sum up this project in one tagline, what would it be?
Sometimes the best campaign isn’t created, but discovered.

JongeHonden experience & impact

1. What’s the most valuable lesson you’ve learned from a JongeHonden pitch or challenge?
Developing my criteria. I’ll often see the potential in lots of ideas, but when under time pressure, you have to choose the one that feels the most fertile, and give it room to grow.

2. Can you walk us through a JongeHonden pitch you worked on - what was the brief, and what did your team come up with?
We worked on a pitch for Fundsup, a platform helping startups find angel investors to back them. We got second place with an idea to create "uplifting billboards": OOHs positioned in high places (where executives are often found) with messages encouraging them to use their successful place at the top to lift others up.

3. How did working on JongeHonden briefs prepare you for real-world creative work?
They prepare you for pressure cooker scenarios, where you have limited time and tools at hand, and in the end: you just have to follow your instinct. This helped me and Fran for example when competing at the Spanish Young Lions competition last year, which, after winning, allowed us to compete at the global level at Cannes!

Industry insights & advice

1. What do you think makes a campaign truly stand out in today’s creative world?
Simplicity cuts through the clutter.

"Sometimes the best campaign isn’t created, but discovered"

2. What’s one piece of advice you’d give to young creatives wanting to break into advertising?
Don’t wait to get the green light for a great idea. There’s a lot of luck involved in getting a campaign approved. But what you can always do, is take matters into your own hands and execute fun ideas as personal projects. Put those in your portfolio, even when you’re not a student anymore. In the end, your amazing brain and creative drive are what you should be advertising to the world!

Other

1. What’s a dream brand or client you’d love to work with, and why?
I don’t really have dream brands. Anyone who’s willing to do something fun or brave can be the brief of a lifetime, and I try to approach them all as such.

2. How do you measure success in your creative work - awards, engagement, personal satisfaction?
I’m working on measuring the success of each project based on how proud it makes me feel, rather than being influenced by external praise - or lack thereof. I’ll let you know how it goes!

What's Next?

If you want to be featured in the next Puppy Projects article please reach out to us and let us know why you think you deserve that spotlight to shine on you. Keep an eye on our socials for updates coming soon regarding our pitches and other upcoming events!

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