David is CCO living and working in Sydney and Melbourne. He is currently one of the partners at independent creative agency Dig. He has been fortunate to work for several top agencies in various markets around the world, from Ogilvy JHB to Leo Burnett Singapore, TBWA/Hunt Lascaris South Africa, Y&R Sydney and DDB Sydney.
His philosophy is “The work wins” and he believes that creativity has the power to change the world. He has been awarded over 150 international awards in all major categories including Gold at the New York Festivals, Clio’s, Mobius and Andy’s. Silver and Bronze at Cannes, Spikes, LIA, One Show and AWARD. As well as a Yellow and a Wooden Pencil at D&AD.
LBB> The most memorable commercial/music video from my childhood…
David> Anyone who grew up in South Africa in the 80s and 90s will remember the Cremora coffee creamer advertisement – “It’s not inside, it’s on top”This ad had such a lasting impact that it remained popular until the late 1990s.
It is about a man who is looking for his Cremora in the fridge and his wife answers him: “It’s not inside, it’s on top!” The saying became a household word. And was Remade in the late 2000s with a new cast. Such a great lesson in creating a work that embeds itself in the culture. Was it great? I don’t know. Do I remember it 30 years later? Absolutely.
LBB> The advertising/music video/game/web platform that made me want to get into the industry…
David> Max Headroom – the stubborn, hyperactive digital presenter with the sharp wit and a wardrobe that screams “The future is now and it’s made of shoulder pads!” Imagine sitting in front of the TV, perhaps with a bowl of cereal, and suddenly this bizarre, almost otherworldly figure appears on the screen, his head twitching and his voice stuttering like that of a robot trying to tell a joke for the first time. He delivers his lines with a mixture of sarcasm and charm that leaves you both amused and slightly unnerved. I was captivated.
LBB> The creative work (film/album/game/ad/album/book/poem etc.) that I keep returning to…
David> Star Wars. I admit it without hesitation. It is linked to important childhood memories for me. It offers an escape from reality. Whether it is flying through the galaxy in the Millennium Falcon, completing the Kessel Run in 12 parsecs or engaging in a lightsaber duel, it is a chance to escape the daily grind. It is about what is possible. Good versus evil. And yet it is all strangely familiar. Not to mention that the original series revolutionized special effects in film, particularly through the use of models and miniatures.
LBB> My first professional project …
David> It was a campaign for Dulux paint. It was crap. That’s all.
LBB> The work (advertisement/music video/platform…) that made me so angry that I swore never to do *something like that* again…
David> When I read that question, I immediately thought of one of the worst shoots I’ve ever been a part of. It was a campaign for Danone yogurt. And it wasn’t even a good campaign. 100% the worst experience of my life. A relatively simple shoot turned into a yogurt apocalypse. People cried, the director left the set, agency employees quit, we lost the client and the list goes on. It was chaos. To this day, I couldn’t even say why. All I know is that I will never buy Danone yogurt again.
LBB> The work (advertisement/music video/platform…) that still makes me jealous…
David> I love great advertising. I have a few favorites, each for their own reason. The “Fearless girl” campaign left a lasting impression. When I first saw the statue, I was on my way to the office and it was a rollercoaster of emotions. I was overwhelmed by how simple, powerful and impactful it was, but at the same time I had to think, “Why didn’t I think of that myself?” Envy? Absolutely. But also pure, unfiltered inspiration.
Then there is “Honda Grrrr,“I remember seeing the film for the first time on the big screen in Cannes. It was one of those moments when you’re enjoying the show but at the same time you’re having an existential crisis – like, ‘Am I ever going to create something as brilliant as this?’ How they took something as boring as a diesel engine and turned it into a joyful, colourful explosion of creativity? Brilliant.
I learned that even the most boring topics can be turned into something cult if you approach it with the right attitude and, of course, a pinch of humor.
I could go on, but yes, great advertising gets under your skin, makes you question everything, and at the same time inspires you to do anything. It’s a love/hate relationship.
But above all love.
LBB> The creative project that changed my career…
David> Well, if I had one, I’d probably be writing this from a yacht right now. The truth is, I’ve been more of a tortoise than a hare in the creative race. A slow and steady climber rather than a rocket rocketing upward.
I’ve been fortunate to work with some really amazing creative minds, the kind of people that make you think, “Wow, I didn’t know we could do that.”
No single project has made me a star yet. Instead, I’ve had little successes over and over again. I don’t know if I have that one defining project, but my career is built on a solid foundation of consistently good work, and that’s pretty nice.
LBB> The work I am most proud of…
David> The “Why? Why Not?” campaign for the Climate Reality Project with Al Gore.
I mean, how often do you get the chance to work with a former vice president to save the planet? It was one of those rare moments where you feel really good about what you’re doing and think, “Hey, maybe we’re leaving the world a little better than we found it.” Plus, it’s not every day that you get to tell people you’re saving the world, one creative campaign at a time.
But the truth is that I’m proud of a few pieces, each with its own flair. But this one stands out for me. I got to make it with some of my favorite people.
LBB> I was involved in it and it makes me shudder…
David> There were some that I might just keep to myself.
LBB> The project I was most recently involved in and which excited me the most…
David> We have just launched a new integrated brand campaign for Australian Pork Limited, the national organisation for Australian pork producers. Our mission was to make pork the protein source of choice on every Australian dinner table. Simple, right? Not only did we need to raise awareness, but we also needed to breathe new life into the brand’s classic ‘Get Some Pork on Your Fork’ line – a line that has been around since the early 90s and is still recognised by over 90% of Australians.
Enter Ramón Jamón, the hot Spaniard in the pink suit. He’s here to find out why Australians don’t eat more pork, and he’s not shy about it. His standard question? “Por qué?”
Which for those of us who skipped Spanish class means, “Why?”
We started with Ramón landing in Australia and immediately feeling at home in kitchens, supermarkets and hearts across the country. Whether strolling the shelves of supermarkets or coming into your living room, Ramón has made it his mission to break down the barriers to pork consumption with a simple “Por qué?” and then offering some useful advice.
