Creative copywriter Zwier Veldhoen, 55, passed away suddenly.

On Thursday, April 11, 2019, creative Zwier Veldhoen passed away very suddenly. He turned 55 years old.

I was alerted to this news by my former partner Maxim van Wijk, as he remembered that I was also partnered with Zwier at TBWA/Campaign company Amsterdam for a moment in the late 90s. More recently, we've been a mischievous bar-hopping duo at the Cannes advertising festival where Zwier Veldhoen was on the Promo & Activation Lions Jury. 

The news of Zwier's sudden passing took everyone by surprise, and as he was a valued member of the ADCN the awards have decided to make a book about him, asking anyone who worked with him for submissions.

To say that Zwier was a fun guy would be an understatement. With a jovial temperament and dry sense of humour, Zwier was loved by many. He was also eager to mentor people and touched many creatives careers during his years in Amsterdam. A copywriter by trade, Veldhoen became the Creative Director at Lowe, then co-founder of "They", then he worked at "N = 5" and "Mensch".

 

 'Geluk is fragmentarisch, je ervaart het meestal als het al weg is'

In another interview he answered the question of what to do about writers block with this;

"'We write copy on assignment. Artist-writers can dry up because they do not know what they should write about. Advertising writers don't know that problem. A writer's block in advertising is the offensive behaviour of semi-artists. The following applies in our profession: inspiration is for amateurs."

In an effort to try and find recent images of Zwier, I looked through our email correspondence. In there I found the last words he ever sent me, which also sums him up in a way. "You're a sweetheart" he said. He always did have the knack of seeing the good in everyone and everything, and the silver lining anywhere.