YOUNG CREATIVES ON THE SAN JURY

OUR’ FEMKE AND CATO ON WHAT MAKES A STRONG CAMPAIGN

This year, two junior creatives from Serviceplan Amsterdam are joining the student jury of SAN, the Stichting Adverteerdersjury Nederland. SAN is considered one of the most important industry awards for marketing and advertising in the Netherlands. Femke Princen and Cato van Otterdijk are judging in the Current Affairs category, which is also the largest category with forty submitted campaigns.

Alongside their work at Serviceplan, they are also completing their studies in Advertising at Fontys University of Applied Sciences. Through their program, they were given the opportunity to participate as student jury members. Within SAN, student jury members are regarded as full jury members. Precisely because they often belong to the target audience themselves, their perspective can provide valuable insights. We spoke with Femke and Cato about their experience, what stood out to them in the submitted campaigns, and what they take back into their work as creatives.

Wow, you are actually on the SAN jury! How did this opportunity come your way and what made you immediately enthusiastic to take part? 

Femke: “Normally, there are no jury members from the agency side in this category, but because we are still students, we were given a one time opportunity to participate. That made it extra special for us. We also found it incredibly interesting to experience up close how campaigns are evaluated and what exactly is considered in such a jury process.”

Cato: “During our internship, we had already heard a lot about SAN. We often browsed through the books for inspiration and looked at submitted cases. That is exactly why it felt so special to now be on the other side. As a junior or student, you usually receive feedback from top creatives. Now we get to evaluate their work. That feels not only like an honor, but also like a unique opportunity to share our perspective.”

You are judging in the Current Affairs category, the largest category with forty cases. What stood out to you in the campaigns you reviewed?

Femke: “In this category, many campaigns try to tap into societal themes and current events. The strongest cases, in our view, are the campaigns that do this in an authentic way. Not just jumping on a topic because it is trending, but because it truly fits the brand.” 

Cato: “In the Current Affairs category, you really see brands responding to social themes and trends. The campaigns that stood out were those where it felt natural and aligned with the brand story. If a brand can move quickly and seamlessly connect a current development to its identity, it does not feel opportunistic but like a natural extension of the campaign.”

SAN deliberately includes students in the jury because they are often close to the target audience. How do you notice that your perspective adds value?

Cato: “During our first internships, we already noticed how valuable a young perspective can be. The big idea is often developed by senior creatives, but in the execution, the younger generation can really add value. How do you translate an idea to social? Which artists are relevant? What tone of voice works? We bring that experience into how we assess campaigns.”

Femke: “And we are often the target audience ourselves for the submitted campaigns. That makes it easy to sense whether something truly resonates or if a brand is trying too hard to be ‘young’ and ‘cool.’ That is exactly what we look for: does this campaign genuinely speak to our generation, or does it feel forced?” 

Alongside your work at Serviceplan, you are also graduating. How does this jury experience support your development as creatives?

Femke: “We are really in between two phases right now. From Monday to Thursday we work at Serviceplan as junior creatives, and on Fridays we are back in the classroom. That makes this period quite intense, but also very educational. You learn every day in practice, while at school you have space to reflect and experiment. That combination makes it so valuable. Judging at SAN feels similar: you look with a professional eye, but also with a learning mindset.”

Cato: “Over the past few years, we have learned that in this industry you have to seize opportunities yourself. When SAN came up, we immediately thought: let’s do it. At this stage, we want to learn as much as possible. You do not just learn by creating work, but also by analyzing a lot of great work. As a jury member, you see many different cases side by side. You learn why something works, where the strength of an idea lies, and how strong the execution is. It is also valuable to speak with others in the industry and hear their perspectives.”

What do you take from this experience back into your work at Serviceplan? 

Femke: “Judging has made us even more aware of how important a strong and clear idea is. The campaigns that stand out are often simple, but very sharp. That is something we will definitely take into our own work.”

Cato: “What really stands out is how a lack of focus can weaken a campaign. Additional elements should only be used if they truly strengthen the idea. Otherwise, the core gets diluted. If the idea is right, it carries itself.”

Why do you think it is important that young creatives also have a voice in evaluating campaigns?

Femke: “Young creatives are often close to the target audience. We may have less experience, but that also means we sometimes ask different questions or notice different things. That combination of experience and a new generation ultimately makes the evaluation stronger.” 

Cato: “And it is not just about what we think, but also about what it gives us. By involving young creatives in juries, you actively engage them in the development of the industry. You learn how quality is assessed, how ideas are discussed, and where the bar is set. If you want to maintain a high standard in the future, you need to take young creatives seriously and involve them now.”

Finally, if you could give one piece of advice to brands creating campaigns for your generation?

Cato: “Be a bit more funny. Brands are often afraid to use humor, while that is exactly what people remember. When we talk with friends about campaigns, it is usually the funny ones that stick. Humor turns a brand from a broadcaster into a conversation topic.”

Femke: “Yes, and with the attention span of the average twenty something, you need to create something that surprises and that people want to share. Sometimes that also means daring to move faster and not overanalyzing everything until all the sharp edges are gone.”