Puppy Projects #3: Paula Haid, Advertising Student at Willem de Kooning

Puppy Projects #3: Paula Haid, Advertising Student at Willem de Kooning

17-10-2025 (13:00) - JongeHonden

We at JongeHonden are all about empowering the youth within advertising, giving young creatives the chance to grow and develop themselves into the creatives they want to become. So, for this session of the Puppy Projects series, we interviewed Paula Haid, an advertising student at Willem de Kooning, who knows all about pushing herself, being comfortable with the uncomfortable, and reaping the rewards because of it.

Introduction & Background

1. Tell us who you are in one sentence
I’m Paula Haid, a creative who loves everything bold - ideas, colours, and adrenaline - on my way to becoming an art director, with a special love for brand activations and fashion.

2. Why did you want to study advertising and begin a career in this space?
I love using my brain for creative concepting and bringing ideas to life visually. Finding a fitting solution to a creative problem always leaves me feeling satisfied. I enjoy expressing myself creatively in all kinds of ways, never sticking to one approach. Advertising offers the chance to dive into many different projects without being tied to a single medium, which makes it a constant challenge and keeps it exciting.

3. How did you first hear about JongeHonden? Can you describe your experience with JongeHonden in three words?
One of my teachers mentioned JongeHonden in class, I did my research, and here we are. The words I would use to describe the organisation are vibrant, empowering, and progressive.

Student life

1. If you could spotlight one piece from your portfolio, which one would it be and why?
Our Sexy Ramen Menu for 21GRAMS’s pitch, which won a D&AD New Blood Graphite Pencil this summer. I worked on it with an amazing team: my close friend Amelie Nagant and our supportive tutor Jasper Vierboom. It had a big impact on me because it was my first time working on a brief with meaningful social purpose, which I found both challenging and rewarding - something I want to do more of.

2. What was the insight or idea that sparked this work? How did you develop it?
Nine out of ten people with intellectual or developmental disabilities experience sexual assault; we were tasked with creating a tool to give those with Down syndrome or Fragile X syndrome control over their sexual intimacy. Starting with the insight that, like food, preferences vary - some like it mild, spicy, or sweet - we created "The Sexy Ramen Menu", the first restaurant menu designed to spark guided conversations about sexual preferences and consent.

3. What was the biggest challenge in creating this work, and how did you overcome it?
Speaking for a group whose experiences are very different from our own, without generalising or oversimplifying, was a real challenge (and honestly a bit scary). Jasper (our tutor) taught us how important it is to base our work on real insights in order to create something that supports and empowers people who might not be able to advocate for themselves.

"Leave room for passion projects, because they fuel the creative brain most"

4. What do you think needs to change in the way advertising is taught in the Netherlands?
In my experience, advertising programmes tend to focus either heavily on the practical side or too much on theory, and students sometimes miss out on one or the other. I think finding the right balance between both would make the education more fulfilling.

JongeHonden Experience & Impact

1. Can you walk us through a JongeHonden pitch you worked on - what was the brief, and what did your team come up with?
Together with Safiya Jalonen, we worked on the most recent Red Bull pitch, where the brief challenged us to find a way to motivate people to start homestocking Red Bull multipacks. We created tailored packs for different routines of the "tired generation" - but I won’t say more, as I don’t want to give away the idea ;)

2. What’s the most valuable lesson you’ve learned from a JongeHonden pitch?
Showing up is most important. For me, it’s not about winning (well, of course a little bit), but about taking in all the different perspectives and ideas that can sometimes be as valuable as the win itself.

Industry Insights

1. What do you think about the creative industry as a student with goals and aspirations to be part of that space on a professional level soon?
I think it’s important to stay open to everything, since the creative industry is constantly changing. For me, having goals is important to stay ambitious, but they should be flexible enough to adapt and evolve. Especially with the rise of AI, many things are starting to lose originality. I think it’s crucial to leave room for passion projects because they fuel the creative brain most. Overall, I can’t wait to work on more meaningful projects with some inspiring people.

2. What’s one challenge as a young person you’ve had to overcome whilst being involved in this industry?
Going on coffee dates with professionals instead of my friends. The weekly debrief with my friends can wait.

Other

1. How do you measure success or plan to measure success for your creative work – awards, engagement, personal satisfaction?
For me, success means having a positive impact on people, whether it leads to a meaningful conversation or helps someone see a new perspective. Awards or engagement are nice, but they fade. The most important thing is knowing that my work leaves a lasting impression.
Oh, and getting a thumbs-up WhatsApp reaction from my mom - who’s also super creative but never got the chance to pursue it…

What’s Next?

If you are feeling inspired by Paula's enthusiasm and want to get involved in a pitch, now is your chance, as we are set to host a briefing night for our collaboration with Heinz on the 21st of October at DEPT Amsterdam. Be sure to RSVP via our Eventbrite to let us know you are coming!

Additionally, Portfolio Night is coming up on the 4th of December at Dentsu. On the night we will be announcing the renowned Golden Saw winner, awarded to the solo or duo with the best portfolio. To be in with a chance of winning or landing in the shortlist send us your portfolio at info@jongehonden.nl with the subject "THE GOLD IS MINE 25". Deadline - 22nd of October @ 18:00, don't be late!

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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