Look ten years back. Look at what changed. Then multiply the speed of change by 100 and look ten years into the future. Phew... 

Please give us a brief bio of yourself.

We are Tim de Waard and Daniel Samama. Creative team at FHV BBDO, an ad agency in Amsterdam, and part of the global BBDO network. 

We met in a band. Tim plays double bass, but somehow always ends up in front of the stage singing. Daniel plays drums. He doesn't mind being in the back, as long as he can make a lot of noise.

What do you regard as being your biggest achievement?

We hope it still has to come, but we had our eyes on winning a FWA this year. Mainly because the agency didn't have one, and because it reflects the change of culture we're going through. Winning two before the first half of the year is over is an achievement we're proud of.

How do you relax or unwind?

Amsterdam is one of the best cities in the world to live in. There's always something to do that can take your mind of daily work. And we don't mean that in the way you think we do.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

In creative work, there is no 'stuck'. There's only time. If you think long enough (or stop thinking long enough) an answer always presents itself. The trouble with making a living in creativity, is that you sell your time. And as money dries up, so does time. But that doesn't make your creative thinking disappear, it just makes you a bad time manager.

What's the longest you've ever stayed up working on a project?

We just completed a project that blew up on itself. in a good way. For the world cup we and our client Amsterdam Airport Schiphol built a website that lets people wave goodbye to the national football squad on the day they flew to Brazil. 

We reached out to others to help us spread the word, and before we knew it we were partnering with 3 major Dutch brands, the official Dutch soccer federation and one of the biggest TV channels. 

The developers pulled a few all nighters, as we were racing around the country getting all kinds of famous faces in front of the camera and tying everything together.

On the day the team left digital screens all over the airport showed thousands of Dutch fans waving them good luck. You can still see it at oranjeuitzwaaien.nl

How many projects does your company juggle at any one time?

At FHV BBDO, there's usually all kinds of things going on. With clients in almost all categories, having different needs, no solution is the same. So at the same time we'll be creating films, websites, playing around with some augmented thingy or finding out if ISS has an API we can get data from (it does). Luckily, we have people making excel-sheets as well.

Has winning FWA awards helped you in any way?

Time will tell. At least it proves that we've set the right goals for ourselves.

What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

We are very proud of a game we made for Amsterdam Airport Schiphol. It uses  live Instagram content of a random place around the world and let's you guess which Schiphol travel destination the photos were taken.

It turned out to be really addictive. It really gives you the feeling you're looking through the eyes of the people who are actually there. And very relevant for our client Schiphol Airport.

You can play it at schipholdestinationunknown.nl

Have you been a part of a campaign that was rooted in digital and THEN reached over into other consumer touchpoints? Did this happen organically or was it a part of the plan from the beginning?

Our colleagues at FHV BBDO made a campaign called More Crap from the Web. And that's just what it was. Crap with laser cats. Crap with unicorns. Just great. It started out as 9Gag and Reddit content, but ended as outdoor print ads and a commercials that were just crappy GIF animations put together. Very funny and it worked really well for our telco client Hi.

The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

No, we don't. At the end of the day all these mediums are only tools. Just like the web itself, it's just an infrastructure where people come because it helps them do something they want to do. What we do, is tap into that traffic or help them fulfill their needs. BTW: that 'need' can be just entertainment, too. 

Tools change but needs don't. Look at what's happening with messaging: sms, whatsapp and now facebook messenger and snapchat. it's all just based on the need to talk to each other.

Looking 10 years in to the future, how far can websites go?

Look ten years back. Look at what changed. Then multiply the speed of change by 100 and look ten years into the future. Phew... 

What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

There's no substitute for experience, and you get more of that in the field than in school. But what good schools do well is helping people think about the work. WHY is it good work? WHY is it not good enough? Can you pinpoint the exact thing that makes it ugly? What are the options for changing that? How does that affect the rest of the piece?

If you can ask (and answer) these questions to yourself and your co-workers quickly, you gain experience at twice the speed than by just 'being there'.

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

Talk to us, we are looking for designers and ux-ers :)

How do you keep your finger on the pulse of the latest web trends?

Mostly through the great grapevine that is twitter. And following fwa.com helps a lot too.

There must be a project that you have always dreamed of doing, what is it?

We'd love to work with a challenger brand with global ambition. A brand that's using technology to disrupt the status quo in the industry. Uber... Samsung...

It has been a privilege, thanks very much

Thank you very much.


The team at FHV BBDO:
Daniel Samama, Pui-Yuk Man, Tim de Waard, Hans Dekker (front)
The team at FHV BBDO: Daniel Samama, Pui-Yuk Man, Tim de Waard, Hans Dekker (front)

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