David Snellenberg, ECD at Dawn, impressed us in the past months with his work for Artis and that’s why we wanted to ask him 10 questions about creativity, advertising, and Amsterdam. Snellenberg (1969) was born and raised in Amsterdam. He started his professional education at the HKU in Utrecht to become graphic designer. Ironically that’s where he found out that he wanted to copywrite. At first at JWT, quickly followed by FHV/BBDO. At FHV his most striking work was made for Interpolis (‘Glashelder’; an iconic campaign in terms of strategy, design and impact) and Artis (Artis the Partis; a very loveable character and striking brand attribute for the Amsterdam Zoo). He (co) founded is own agency, Dawn, in 2008. Snellenberg is still copywriter, but has never given up his love for design – as you can see in all of his work. That’s one of the reasons why he also works on different projects outside Dawn – with the De Designpolitie for example. Besides Artis, Snellenberg and Dawn also work for Triodos bank, magazine De Groene Amsterdammer, Alex bank, and recruiter Maandag – among other brands.

As a child, what were your most creative moments?
I once got a little plastic man with a parachute in a Kinder surprise egg. When you threw the man into the air, the parachute opened and he floated towards the ground.
I came up with the idea of replacing the little plastic man with my favourite mouse (which I had named Circus for some reason). I carefully tied the parachute around Circus and stood on our balcony, a friend was to stand down below to catch Circus and his parachute.
I threw Circus into the air, the parachute opened and Circus made a brave attempt to spread his limbs as wide as possible.
He floated through the air for a few seconds and then there was a gust of wind. Circus was blown away and never seen again.
He must have landed somewhere, as a soldier from a unknown universe. In a wood? A shopping centre? On a tennis court? I still think about him. Whatever happened, Circus must have had an interesting life.

Which creative effort has given you the most satisfaction?
We founded Dawn three-and-a-half years ago and we are really going places. We are attempting to reinvent ourselves, are not afraid to experiment, have very intense relationships with our clients and are constantly seeking ways in which we really can add value. For our clients, but also for society. Our creative minds are strategists and vice versa. I think that constant dialogue with each other and with our clients is what I find most inspiring.

What fascinates you?
Human behaviour. The effect of technology on it. There are so many inspiring things happening at the moment. New alliances are being formed, companies and people are evolving. Sharing is becoming the new grabbing, and everything to do with it fascinates me. It is currently still restricted to a small group, but I really believe that we are ready for a new era. And that’s what makes our profession so much fun. Many different types of art, applied and autonomous, will increasingly opt to co-create. We live in exciting times.

Who’s your favourite creator?
I can’t name a single person; I am always seeing beautiful things being created. Take this week. On Tuesday, I attended the 50th anniversary of our client, the Dutch National Ballet. Very inspiring. The dancers live for a ballet by Van Maanen. On wednesday I watched that Ali B programme in which he brought together old Dutch singers and new hip-hoppers. Wow. I read an interview with Rob Wijnberg, the 28-year-old editor in chief of NRC Next, who is reinventing the newspaper. Amazing. I just started in the new Houllebeq. etc. etc. People who follow their hearts and give their all, no matter what. That is inspiring.

When did you decide to work in advertising?
I used to want to be a designer. But at the art academy I saw everyone constantly concentrating on the details; I was too much of a generalist for that. So I started writing, and advertising was the best way to come up with lots of ideas quickly. It was the only industry in which you were paid not to do what was expected of you.

What’s your favourite lesson in advertising?
That you should delay things as much as possible. If you really want to bring a brand and its target audience closer together, you have to get right into the heart and soul of the brand. There is every chance that you will come up with yet another point for improvement. Or another idea. Or another concept. And advertising is one of those options, but not necessarily the best.

What’s the most exciting project you ever worked on?
The foundation of a new company. The idea that you are going to do things differently. With the right people, the right talent and the right clients. The gradual realisation that it is working and that it will never be finished. That this journey is the arrival. That’s an amazing energy.

What would you do if you ever quit advertising?
I never stop creating and realising ideas. Because that’s the first thing I think about when I wake up in the morning: what am I going to do today? I did it when I was 12 and I shall do it when I’m 75.

What’s your favourite place in Amsterdam?
Once a week I run from the city centre to the Bijlmer area, where I grew up. That rawness, over one hundred nationalities, the delicate balance, the will to make something of it together, all those people seeking prosperity and happiness. I see many people there laughing genuinely and sincerely, and I love that. And it’s very enlightening compared to the sometimes bored and blasé elite of the city centre.

What would you like to change in Amsterdam?
More skyscrapers. Less intolerance.