ROYAL BRITISH LEGION

THE ROYAL BRITISH LEGION

CANNES
D&AD
NATIONAL MEDIA MUSEUM UK,
PERMANENT COLLECTION

Between 2015 and 2017, I was the Creative Director for the Royal British Legion. During that time it was the most awarded brand at Y&R London and won back-to-back at Cannes picking up six lions, a D&AD pencil, golds, silvers and one grand prix. The UK's National Media Museum even created a permanent exhibition of our poppy appeal campaign. Our first campaign was inspired by the surprisingly familiar names of WWI's fallen soldiers.

The interactive website was the world's largest online memorial, encouraging the nation to remember every one of the 1,117,077 fallen servicemen of WWI.

The following year's campaign sought to show the public the surprisingly young face of those the British Legion help.

All the actors were real servicemen from WWII.

The follow up campaign used the world's oldest running photography studio to recreate pictures from WWI with today's servicemen and women.

It also received a finalist at Cannes and wins at local UK shows.

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 ECD at DDB Melbourne. His creative awards include a BAFTA amongst 200 others.