Wat Nu Koetsier? ad in Parool newspaper

Parool newspaper, 30 September 2016

What I find fascinating about the Hans Koetsier ads is that – placed in the context of a newspaper – the statement immediately reads as a comment to today’s news.

The idea of a united Europe is crumbling, a cold war doesn’t seem far away and inhumane measures that are taken to limit the migration of refugees are things that keep me occupied. I just read an article in the NY Times with the headline ‘The Avalanche of Distrust’ about the decline in social trust. According to the article only 19% of millennials believe other people can be trusted. Ten months ago, when my youngest son was born, for a small moment, I felt incredibly sad that he has to grow up in this world.

So, a heart – slightly off balance, between tipping over and just managing to keep upright – that fits perfectly in the advertisement space in between the articles. Hopefully it can provoke some thought, a smile or spread some love.

About Wat Nu Koetsier?

Wat nu, Koetsier? is a project initiated by Chives Archives and René Put in collaboration with Het Parool, inspired by conceptual artist Hans Koetsier's collection of Advertisements, which were published mainly in Vrij Nederland and Het Parool between 1969-1981. The series proposes a research of contemporary graphic design and visual language, using the objectives of the advertisement as an agency for ideas and ideals, investigating a connection to the daily news (printed and online) and, consequently, our society.

In the spirit of Hans Koetsier, 45 graphic designers are invited to design their own ‘advertisement’, to induce a contemporary work or statement that manifests the force of communication.