Puppy Projects #4: Cheyenna op 't Root

Since 1991, JongeHonden has been the ultimate proving ground for the Netherlands’ brightest young creative talent. It’s a stage where many compete, but only a select and deserving few ever secure a pitch win. However, one creative has recently rewritten the history books. Despite entering only two JongeHonden pitches, once in 2025 and once this year in 2026 Cheyenna op ’t Root achieved the unthinkable: a perfect record. Two entries, two wins, and two trips to the Cannes.

Op de foto: Cheyenna Op 't Root (tweede van links)

We sat down with Cheyenna to get her to "spill the tea" and give us a rare look into the mind of a back-to-back champion who has just recently secured her first full time job as a creative.

1. Tell us who you are in one sentence!
I’m Cheyenna Op ‘t Root, a creative with ideas bouncing like a popcorn machine, trying to make sure her name will never get spelled out wrong again.

2. How did you first hear about JongeHonden? Can you describe your experience with JongeHonden in three words?
I heard about JongeHonden during my Advertising studies at Fontys Eindhoven. It took a while, but when I finally decided to participate, I went all in and wished I had started sooner. Winning a trip to Cannes not once, but twice felt unreal and gave me the confidence boost I needed. JongeHonden challenges you, pushes you onto the stage and reminds you that you are allowed to and deserve to be there.
The three words I would use to describe JongeHonden are: Surreal, uplifting and connecting.

The work: Campaigns & projects

1. If you could spotlight one piece from your portfolio, which one would it be and why?
Funny enough, this would be my very first advertising case: ‘Veilig tot ’t Eindje’. What started as a school project came to life with Gemeente Eindhoven. As Dutchies, nights out often end with that last, often scary, bike ride home… even though many people are heading the same way without realizing it.
We turned seven trees near Stratumseind into glowing, color coded area meeting points, so strangers from the same district could find each other, become travel buddies for the night and ride home together.
Three years later, the idea is still going strong in Tilburg as ‘Safe Tilly End’ and has even appeared during carnaval in Den Bosch. This is what truly hooked me on advertising, watching our idea grow into what it is today has been incredible. Credits matter less now, what really matters is getting more people home safely.

2. What was the biggest challenge in creating this work, and how did you overcome it?
As a true feminist at heart, my first reaction was why we would focus on teaching people to “feel safe” when we are not the problem. What helped me overcome this challenge was reframing the strategy. Instead of thinking of it as “teaching people to be safe,” I focused on creating a system that simply enabled connection and support, making ourselves a bigger threat than those creating that unsafety.

JongeHonden experience & impact

1. What is the secret of entering two JongeHonden pitches and winning both?
Honestly, I am still figuring out the secret myself. The jury said our decks showed real love and effort in the art direction, with clear insights, strategy and a strong big idea throughout. We also did not take ourselves too seriously, a little humor goes a long way.
If there is a secret, it is having fun while creating. We made both decks while yapping and giggling, and I think that energy truly came through.

2. How did working on JongeHonden briefs prepare you for real-world creative work?
JongeHonden opened many doors during my job hunt after graduating. After our last win, my creative partner Robin and I had coffees with many cool people from the industry, which helped get our names out there and showcase work beyond school assignments. That extra work strengthened our portfolio and boosted our confidence in interviews!

Industry insights & advice

1. What did you learn through the interview process?
Never see yourself as less than the person you’re meeting, even if you really admire them. You’re in the room for a reason. At first, I tried so hard to be the ‘professional’ version of myself I thought agencies wanted. I’ve since learned that authenticity and humble confidence is far more powerful. They’re not just hiring your portfolio, they’re hiring you.

2. What’s one piece of advice you’d give to young creatives wanting to break into advertising?
If it takes time to land the job you want, don’t blame yourself. It’s rarely about talent and more about finding the right people willing and able to give ambitious young creatives a chance. Keep going, keep putting yourself out there and the right person will notice.

What’s Next?

Keep an eye on our socials for news and upcoming pitches

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.

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