2 Minutes With … Jeremie Goldwasser, CD at TBWA Belgium

With nearly 20 years in the industry, Jeremie is currently a creative director at TBWA Belgium, where he leads work on McDonald’s, Brussels Airlines, BASE Mobile Operator and more. 

We spent two minutes with Jeremie to learn more about his background, his creative inspirations and recent work he’s admired.

Jeremie, tell us …

Where you grew up, and where you live now.

I grew up and still live in Brussels. I’ve lived here most of my life, except for a year spent living in Jerusalem when I was 18.

How you first realized you were creative.

When I first realized I needed some “me time.” And since I spent that time drawing and writing, I quickly put two and two together.

A person you idolized creatively early on.

Jerry Seinfeld and Larry David. Laughing with the very little things is the best way to deal with the frustrations life can sometimes throw at you.

A book, movie, TV show or podcast you recently found inspiring.

I’m inspired by stand-up comedians sharing their shows on social media. When you realize the amount of hate, backlash and criticism these people endure while trying to make a few of us laugh, you can only be filled with admiration.

One of your favorite creative projects you’ve ever worked on. 

I was lucky enough to be part of the Nespresso “What Else” campaign with George Clooney. I got the chance to work on that at McCann Paris. Being tasked with writing scripts featuring Scarlett Johansson and John Malkovitch—all while being a phone call away from George, who read every script before they were presented to the client. Those scripts ended up not seeing the light of day. The whole experience felt out of this world.

A recent project you’re proud of. 

The Big Bac campaign we did for McDonald’s a few months ago. In Belgium, litter is a big problem. McDonald’s has a responsibility to make sure people throw their litter in bins and not in the street. Which is why we created a campaign for McDonald’s bins instead of burgers. We beautified bins as if they were burgers. McDonald’s is a brand I’ve been creative director on for a couple of years, and that campaign has been one of the highlights. 

Someone else’s work you admired lately. 

I’m a big fan of Buzzman. A sign of a very good agency is when you can actually recognize their tone of voice and style behind the work they make for very different clients. Their work feels authentic and honest every time. Check out their ads for Burger King, Boursorama and Celio. 

Your main strength as a creative. 

The drive to rise up again and again and again after seeing a campaign get killed. Either to defend it once more, or to start from scratch.

Your main weakness.

I can be quite stubborn. Been working on softening it for 15 years.

How you are paying it forward to younger creatives.

Through X or LinkedIn, advising the younger generation on who to follow, who not to, and who to get inspiration from. This can hopefully become key in influencing their reasoning and vision as creatives.

What you’d be doing if you weren’t in advertising.

I love politics, so anything related to that would interest me. Or a chef in a top restaurant. The similarities with advertising are striking: the pressure, the short deadlines, the will to surprise, the desire to reinvent a classic, the importance of visual presentation, the intense competition. Since those are all things I love in advertising, I suppose I could have given it a shot!