Zware Jongens on choosing to break rules and operate quietly in our loud, attention-seeking world

Intentionally shrouded in mystery, Zware Jongens is an elusive concept agency based in Belgium and The Netherlands that have long been fixated on not having a public portfolio. While most creatives broadcast their every move, Zware Jongens are faceless, authoritative and prone to dark humour; seeking to be quiet in our often loud, attention-seeking world. In line with their equally elusive rebrand, which was created with the help of Barcelonian designer Pol Pérez, we caught up with Co-founder Filip Janssen in an attempt to find out a little more about the agency’s unconventional approach. EM: Hi Filip, how are you doing? FJ: Thanks for asking.