Why Make it Easy? De Balie and Dawn Explore the Power of Discomfort in Bold new Campaign

Sep. 28, 2026

In a world where much social discourse is shaped by echo chambers or generic AI-generated takes, De Balie is working with Dawn to launch a brand campaign exploring the power of discomfort and encouraging people to think a little differently. 

For 45 years, De Balie has been one of Amsterdam’s best-known cultural institutions, bringing together art, film, politics and public debate through talks, screenings, exhibitions and live events at its Leidseplein venue. It has long been a home for free expression, new ideas and challenging conversations. Under the banner ‘Why make it easy?’ the campaign makes a case for the value of friction and going deeper. Developed by creative strategy agency Dawn, the campaign invites audiences to embrace uncertainty rather than shy away from it. 

• The power of discomfort

De Balie isn’t afraid to tackle subjects that may not appeal to everyone, whether that’s essays, the legacy of the Vietnam War or taboos surrounding the female body. But according to the campaign, that’s exactly the point. 

At De Balie, the more you learn, the more you realise how little you know. 

Difficult subjects aren’t avoided, no taboo is off limits, and uncertainty is treated as a virtue. There is really only one certainty: after an evening spent at its Amsterdam home, you’re likely to leave with more questions than you arrived with. And that’s what keeps people coming back. 

The campaign embraces the discomfort of having your ideas challenged and discovering that even the greatest minds ought to be questioned. After all, the most rewarding insights rarely come easily.

• Why make it easy?

Rolling out city-wide across Amsterdam, the campaign celebrates what De Balie stands for while inviting regular visitors and newcomers alike to challenge their thinking. After all, why make it easy?

Provocative lines including ‘Prove yourself wrong’ and “For a healthy dose of Doubt”are paired with bold, graphic imagery featuring surreal photography by Woody Bos & Anna Claassen.

Yoeri Albrecht, General & Artistic Director, De Balie said:

“It’s always exciting, and even a little risky, to bring people together in the same room. We cover a huge range of subjects, often sensitive ones, and leave room for strong opinions, spontaneity and questions. The conversations can be moving, uncomfortable or anything in between. With more than 30 programmes every month, we create space every day for vulnerability, experimentation and plenty of surprise. We believe those moments are fundamental to keeping us moving forward, both as individuals and as a society. Dawn has captured that brilliantly.”

 

Jurian van der Hoeven, Strategist & Managing Partner, Dawn said:

“The best work happens when you operate at the edge of what you know. That’s true for us as creatives and as an agency, but it’s also true for us as visitors to De Balie. The fact that it takes effort, feels complicated and raises questions is precisely the point. With De Balie’s clever programming and distinctive place in Amsterdam’s cultural landscape, you don’t need much more than a provocative invitation to come and spend an evening feeling a little stupid.”