On My Radar: Caroline Koning

What’s the best ad campaign you’ve seen recently?

Rimowa Never Still, the Nobu Matshuhisa episode. It’s a beautiful short narrative, touching and honest.

What website(s) do you use most regularly and why?

For inspiration, I like things like WePresent, NY Times, It’s Nice That, Vimeo, etc. But honestly, I use the Google search bar all day every day for everything.

What’s the most recent piece of tech that you’ve bought and why?

A battery pack for my phone. Actually, I have been needing one for two years already, just never got around to buying one. My phone is empty most of the time. Even though I rely on my phone a lot, I try to keep it on silent mode. I don’t think we should all be reachable all day, actually.

Facebook, Instagram or Twitter?

Instagram. I never got Twitter and I don’t even have Facebook on my phone. I use Instagram as a personal diary, not just for work. I like it when a bit of personality shines through. When I scroll through my own feed I remember specific moments or things that I felt at the time.

What’s your favourite app on your phone and why?

Sleep Cycle. Monitoring my sleep has been revolutionary, I use the insights to be more aware of what works for me. I also use Sonos for playing (loud) music, and then there’s the occasional but essential food delivery app. AND, last but not least; Buienrader - indispensable in the rainy Netherlands.

What’s your favourite TV show and why?

When I was a child I loved watching Dunya & Desie [below,], a Dutch show about two girls in Amsterdam-Noord. I still find it relevant and highly entertaining. The most recent series I watched was Glow, and I loved it.

What film do you think everyone should have seen?

Arrival, Never Let Me Go, Her, La Piel Que Habito [The Skin I Live In, below], Jackie, Incendies. These are all films that really made an impression on me, I keep thinking of them. Sometimes when I’m biking somewhere, certain themes or dialogues will pop-up; that’s a good thing. And I’m probably forgetting a lot of films.

Where were you when inspiration last struck?

In a bath tub in Los Angeles, just some days ago actually. I was really sick during a shoot and was by myself in a hotel room. I didn’t read or watch anything because of the headache, so I had to use my imagination to kill some time. Whenever inspiration struck like this, which can be in all sorts of contexts, I add it to my creative idea to-do list. I often scroll through this list when I begin a new project, commercial or not.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

The growing roar of women in the industry. It’s such an interesting time to be a female director, and although we’re definitely not there yet, the conversation has started and more voices are heard.

If there was one thing you could change about the advertising industry, what would it be?

Less advertisements, honestly. Or, to be more specific, quality over quantity. I’d love to see more brands and agencies who stay true to their values – and thus more ads that have strong ideas at the core. Less content for the sake of content.