Cannes Gold
NY Festivals Grand Prix
D&AD, Clios, One Show, etc.

To find the most skilled radio technicians for roles in the Air Force, we created a job application that engineering students had to build themselves. After spending months working with factories in China and Malaysia to bring it to life, 15000 packs were distributed. It became one of Australia's most awarded campaigns of the year.

- 4x Cannes 2013, silver, bronze, 2x finalists
- 5x NY Festivals including Australia's only Grand Prix
- Gold Clio 
- D&AD 2014 Nomination
- 2 x One Show, gold, silver
- 3 x Spikes, London Int, 4 x AWARD + more.

Messages from the front line 

We were briefed to create an above the line campaign to recruit experienced doctors for the Air Force. Instead of creating a traditional ad, we sent doctors real patients (well, real patients with simulated traumas). 30 of Australia's top specialists were sent patients with medical conditions based on real military cases. It won a gold at Cannes.

This campaign involved months of research, digging through military medical journals to find compelling cases for each type of civilian medical speciality. We then worked with a production company to bring the traumas to life, training actors to correctly respond so that real doctors could diagnose and treat their simulated condition. The live stunts were followed up by medical case files which were distributed to thousands of doctors across Australia. For the first time since the Vietnam War, the Air Force received more applications from medical specialists than they could use.

- 2x Cannes 2015, 1x Gold, 1x Finalist
- 3x AWARD 2015 (2x Bronze, 1x Finalist)
- Spikes 2014 Finalist – Direct
- ADMA 2014 Winner - Customer Acquisition
- ADMA 2014 Winner – Media Campaign
- Campaign Brief  – The Work 2014 
- ADMA 2014 Finalist – Ambient/Experimental.


What’s with the name?
Once upon a time, my three year old brother arranged a random series of letters together to name a toy train ‘Psembi’. Months later, whilst sitting on the backseat of a station wagon as my hippy mum gave birth to me, my brother pointed to the newborn and said one word. Psembi.  
Who is he?
Psembi is the son of a crocodile farmer from Broome, Western Australia. He was the youngest Creative Director in the history of BBH London and ran Audi, BBH’s foundation account. He’s now the Group ECD at DDB Melbourne. His creative awards include a BAFTA amongst 200 others.