MADE BY DYSLEXIA

MADE BY DYSLEXIA

Cannes Innovation, Glass, Direct
D&AD
Caples, Shots, Campaign Brief The Work, etc

In 2017, I helped launch the global charity Made By Dyslexia at Y&R London. Upon returning to Australia, I’ve continued to partner with the charity partner Kate Griggs to run their global advertising, receiving Cannes wins across both continents and agencies.

The University of Dyslexic Thinking

As AI continues to become increasingly central in every industry, a global report from the world’s largest recruiter, Randstad, revealed that skills dyslexics over-index in are now “the most sought-after in every job, across every sector, around the world”. Far from a disadvantage, dyslexic thinking skills are now a competitive advantage. To help the world understand this, we launched a university at the UN Assembly to teach the world to think like a dyslexic. Welcome to a new school of thought.

The Dyslexic Sperm Bank

We launched the charity and captured headlines with a Dyslexic Sperm Bank with Richard Branson in central London, featuring notable dyslexic’s sperm. And yes, Richard volunteered to donate. In just three days, it reached 77 million people worldwide and positive mentions of dyslexia increased online by 66%.

2x D&AD 2018, Wood Pencil, Out Of Home
2x Cannes, Finalist, Outdoor, Dyslexic Sperm Bank

Here is our 2022 film voiced by Jeremy Irons.
Caples 2023, Bronze, Film
3x Campaign Brief, The Work 2023, Shortlists
Shots, Charity Ad of the Year, Silver, 2023

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.