For some unfathomable reason, I told “Jo den Koek” and “Piet Tiet” (not their real names) that I would post these spec ads without comment. Said “Jo” about the campaign for Fatboy lamps: “We wanted to do something people had never done before and that’s use a disaster like the tsunami in Japan in an inhumane way. A brand would never do this as it wouldn’t lead to any sales but we’re students, we can do anything.” I don’t know what they’re teaching kids these days.