DDB MELBOURNE — Psembi

DDB MELBOURNE

Cannes ANZ Network of the Year 2025
AWARD Award Network of the Year 2025
Campaign Brief, The Work, #2AOTY, 3 years running
Caples, Australian Agency of the Year
National Gallery of Victoria Collection

In the four years that I’ve been at the creative helm of DDB, the business has tripled in size and transformed its reputation, winning awards for all our major brands and becoming regional network of the year at Cannes and AWARD in 2025. We’ve had five different clients recognised at Cannes, won multiple AOTY at local award shows, and picked up many of the country’s biggest and most coveted clients.

Movember Mancestry

Despite the millions of moustaches that are grown every year for Movember, men still don’t proactively engage with their health. So Movember in Australia developed a world first scientific test that uses history to keep men healthy, tracing your ancestry and health markers in your DNA from a mo hair.

Porsche Pong

Porsche Australia partnered with Atari to put the electric Taycan to the ultimate test in a futuristic twist on the classic game. The experiment sees two geofenced Taycans go back and forth in a game of Pong, pushing the electric vehicles to the limit as they rally a 150km/hr AI-controlled drone.

Acciona - Turbine Made

Acciona is the world’s largest renewable energy company. But it has a sustainability problem, there’s no solution for recycling their decommissioned wind turbine blades other than simply sending them to landfill. Until now. We created an initiative that turns the blade into a fibreglass-based particulate that can be incorporated into future products. We branded it, called it “Turbine Made” and launched it with its first bespoke product, a surf board.

The Forbidden Flagmoji

While 268 flags are available in emoji form in Australia, the Aboriginal flag - representing the oldest continuous living culture in the world - was not. So we hacked the launch of Apple’s Genmoji to release it and over 65 other flags from minority peoples across the globe.

The Mo is Calling

For our first global work for Movember, the start of this big enduring platform, we've launched the Mo is Calling. It turns the Mo into an icon to unite men across the world in an effort to stop them dying too young.

Crikey - We Ran For Parliament

Political advertising operates within an entirely different rulebook to every other advertiser in the country. They can lie, mislead and misdirect. So to spotlight this embarrassing ridiculousness, we ran for parliament to take advantage of the loopholes and prove why the law must be changed.

Kind Royale

We all know that online gaming can be a toxic environment that can have serious impacts on mental health. So what if you created a gaming tournament that ended the toxicity? That's exactly what our team did, working with charity PROJECT ROCKIT, Click MGMT, Fortnite and Queensland University of Technology Professor Marilyn Campbell. Kind Royale is an annual esports tournament that kills online bullying with kindness - by awarding players based upon their sportsmanship as well as their skill.

Funlab - Unsubscribe

Australians are spending more money than ever before on entertainment subscriptions to stay at home, sit on the couch and watch crap TV. So we created the Fun Pass - a monthly subscription to go bowling, play mini golf, or sing karaoke with friends.

#1 ANZ Regional Network of the year, Cannes Lions
AWARD Award, Network of the year
Campaign Brief Asia, The Work, #2 Agency in Australia
Cannes Lions, Innovation, Shortlist, The University of Dyslexic Thinking
Cannes Lions, Glass, Shortlist, The University of Dyslexic Thinking
Cannes Lions, Sustainable Development Goals, Shortlist, The University of Dyslexic Thinking
Cannes Lions, Health, Bronze, The University of Dyslexic Thinking
Cannes Lions, Direct, Shortlist, Forbidden Flagmojis
Cannes Lions, Social & Influencer, Shortlist, Forbidden Flagmojis
Andy Award, Regional Shortlist, Taycan Arcade
Andy Award, Regional Shortlist, The Mo is Calling
Andy Award, Regional Shortlist, Creative Index
1x AWARD Award Gold, The University of Dyslexic Thinking
1x AWARD Award Gold, Flagmoji
1x AWARD Award Silver, The University of Dyslexic Thinking
1x AWARD Award Bronze, The University of Dyslexic Thinking
1x AWARD Award Bronze, Flagmoji
3x AWARD Award, Shortlist, The University of Dyslexic Thinking
3x AWARD Award Shortlist, Forbidden Flagmojis
META’s Australia Awards, Creative Campaign, Winner, Coles
MADC, Best in show, Forbidden Flagmoji
MADC, GOLD, Charity Campaign, Forbidden Flagmoji
MADC, GOLD, Charity Campaign, University of Dyslexic Thinking
12x Campaign Brief, The Work In Book, University of Dyslexic Thinking
1x Campaign Brief, The Work In Book, Coles Christmas
2x Campaign Brief, The Work In Book, Find Mrs Chen
3x Campaign Brief, The Work In Book, Vodka Cruiser Hex Your Ex
2x Campaign Brief, The Work In Book, Crikey Bullshitometer
2x Campaign Brief, The Work In Book, Acciona Now It’s Possible
4x Campaign Brief, The Work In Book, Acciona Turbine Made
6x Campaign Brief, The Work In Book, Forbidden Flagmoji
Cannes, Brand Experience, Shortlist, Taycan Arcade
Cannes, Brand Experience, Shortlist, Mancestry
Cannes, Health & Wellness, Shortlist, Mancestry-
Media Week, 40 under 40 Creative Leaders
Caples, Shortlist, Gaming, Taycan Arcade
Caples, Shortlist, Direct, Taycan Arcade
Caples, Shortlist, Direct, Mancestry
LBB Immortals Award, Kind Royale
MADC, GOLD, Craft, Taycan Arcade
MADC, GOLD, Charity, Movember Mancestry
AWARD, Health & Wellness, Disease Awareness, Mancestry
AWARD, Art Direction, Craft, Mancestry
AWARD, Charity, Design, Mancestry
AWARD, Charity, Direct, Mancestry
AWARD, Creative Strategy, Mancestry
AWARD, Craft, Art Direction, Taycan ArcadeAustralian Agency of the Year, Caples
#2 Australian Agency of the Year, Campaign Brief, The Work
CreativePool, Top 100 Global Creative Leaders
MADC, Gold, Brand activation, Creative Index
MADC, Gold, Charity Experience, Kind Royale
MADC, Gold, How is this even a job, Dabble
SHOTS, Silver, Charity Film, Square Pegs
AWARD, Shortlist, Film Advertising, Square Pegs
AWARD, Bronze, Digital Tools & Utilities, Creative Index
AWARD, Shortlist, Data Visualisation, Creative Index
AWARD, Shortlist, Services & Utilities, Creative Index
AWARD, Shortlist, Creative Expression, Creative Index
AWARD, Bronze, Early Stage Innovation, Creative Index
AWARD, Bronze, Service Innovation and Design, Creative Index
AWARD, Bronze, Branded Content, Kind Royale
AWARD, Bronze, Digital, Kind Royale
AWARD, Shortlist, Innovation, Kind Royale
AWARD, Bronze, Health, Kind Royale
AWARD, Shortlist, Best use of Copywriting, Subscribe to Fun
Caples, Highly Commended, Best in Show, Creative Index
Caples, Silver, Use of Data, Creative Index
Caples, Gold, New Product Launch, Creative Index
Caples, Bronze, Branded Content, Creative Index
Caples, Bronze, Film, Square Pegs
Caples, Silver, Not for Profit, Kind Royale
Caples, Bronze, PR, Kind Royale
Caples, Bronze, Digital, Kind Royale
Caples, Bronze, Gaming, Kind Royale
3x Campaign Brief, The Work In Book, Creative Index
3x Campaign Brief, The Work In Book, Square Pegs
3x Campaign Brief, The Work In Book, Kind Royale
2x Campaign Brief, The Work In Book, Porsche Pong
Campaign Brief, The Work In Book, Subscribe to Fun
Campaign Brief, The Work In Book, Roger the Real Human
Campaign Brief, The Work In Book, Coles The Longest Table

PSEMBI

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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 CCO at DDB Melbourne. His creative awards include a BAFTA amongst 300 others.