The Work That Made Me: David Joubert

David is a CCO living and working in Sydney and Melbourne. He is currently one of the partners at Independent creative agency, Dig. He has been fortunate enough to have worked in multiple top agencies in various markets around the world. From Ogilvy JHB to Leo Burnett Singapore, TBWA/Hunt Lascaris South Africa to Y&R Sydney and DDB Sydney.

His philosophy is ‘The work wins’ and believe that creativity has the power to change the world. He’s been awarded with over 150 International awards across every major category including gold at New York Festivals, Clio's, Mobius and Andy's. Silvers and bronzes at Cannes, Spikes, LIA, One Show and AWARD. As well as a yellow & wood pencils at D&AD.

LBB> The ad/music video from my childhood that stays with me… 

David> Anyone who grew up in South Africa in the 80s and 90s couldn’t possibly forget the Cremora coffee creamer ad – “It’s Not Inside, It’s on Top”. This ad had such a lasting impact that it was still beloved late into the 90s.

It featured a man looking for his Cremora in the fridge, only to be told by his wife, "It's not inside, it's on top!" The line became a household catchphrase. And was remade in the late 2000’s with a fresh cast. Such a great lesson in creating a piece of work that imbeds itself in culture. Was it great? I don’t know. Do I remember it 30 years later? Absolutely. 

LBB> The ad/music video/game/web platform that made me want to get into the industry… 

David> Max Headroom—the glitchy, hyperactive digital host with the sharp wit and a wardrobe that screamed, "The future is now, and it's made of shoulder pads!" Imagine sitting in front of the TV, maybe with a bowl of cereal, and suddenly, this bizarre, almost otherworldly figure appears on the screen, his head twitching and his voice stuttering like a robot trying to tell a joke for the first time. Delivering his lines with a mix of sarcasm and charm that left you both amused and slightly unnerved. I was hooked. 

LBB> The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting… 

David> Star Wars. Not afraid to admit it. It’s tied to significant childhood memories for me. It offers an escape from reality. Whether you’re flying through the galaxy in the Millennium Falcon doing the Kessel run in 12 parsecs or engaging in a lightsaber duel, it’s a chance to step away from the daily grind. It’s about what’s possible. Good versus evil. Yet all strangely familiar. Not to mention that the original series revolutionised special effects in filmmaking, especially through their use of models and miniatures. 

LBB> My first professional project… 

David> Was a campaign for Dulux paints. It sucked. That is all. 

LBB> The piece of work (ad/music video/ platform…) that made me so angry that I vowed to never make anything like *that*… 

David> When I read this question, I got an immediate flashback to one of the worst shoots I was ever on. It was a campaign for Danone yoghurt. It wasn’t even a good campaign. 100% the worst experience of my life. A relatively simple shoot turned into the yoghurt apocalypse. People were crying, director walked off set, agency staff resigned, we lost the client, and the list goes on. It was chaos. To this day I couldn’t even tell you why. All I know is that I will never buy Danone yoghurt ever again.

LBB> The piece of work (ad/music video/ platform…) that still makes me jealous… 

David> I love great advertising. I’ve got a few favourites, each for it’s own reason. The "Fearless Girl" campaign left a lasting impression. The first time I saw that statue, I was on my way to the office, and it was a mix of emotions. I was floored by how simple, powerful and impactful it was, but at the same time, I couldn’t help but think, “Why didn’t I come up with that?” Jealousy? Absolutely. But also pure, unfiltered inspiration. 

Then there’s “Honda Grrrr,” I remember seeing it for the first time on the big screen at Cannes. It was one of those moments where you’re enjoying the show but also having an existential crisis—like, “Am I ever going to create something this genius?” The way they took something as boring as a diesel engine and turned it into a joyful, colourful explosion of creativity? Brilliant.

It taught me that even the dullest of subjects can be transformed into something iconic if you approach it with the right mindset and a dash of humour, of course. 

I could go on but yeah, great advertising has a way of getting under your skin, making you question everything while at the same time inspiring you to do anything. It’s a love-hate relationship. 

But mostly 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 to the top. 

I’ve been lucky enough to work with some truly excellent creative minds, the kind of people who make you think, "Wow, didn’t know we could do that."

No single project has catapulted me into stardom yet. Yet. instead, it’s been a steady accumulation of small wins. So, while I don’t know if I have that one defining project, I do have a career built on a solid foundation of consistently good work and that’s pretty, nice. 

LBB> The work that I’m proudest of… 

David> The "Why? Why Not?" campaign for the Climate Reality Project with Al Gore.

I mean, how often do you get to team up with a former Vice President on a mission to save the planet? It was one of those rare moments where you feel really good about the work you’re doing, like, “Hey, maybe we’ll leave the world a little better than we found it.” Plus, it’s not every day you get to tell people you’re saving the world, one creative campaign at a time. 

But truth is, I’ve got a few pieces I’m proud of, each with its own flavour. But this one stands out for me. I got to do it with some of my favourite people. 

LBB> I was involved in this, and it makes me cringe… 

David> There’s been a few, might just keep those to myself. 

LBB> The recent project I was involved in that excited me the most…

David> We have just launched a new integrated brand campaign for Australian Pork Limited, national body for Aussie pig producers. Our mission was to make pork the go-to protein for every Aussie dinner table. Simple, right? Not only did we have to boost awareness, but we also needed to breathe new life into the classic ‘Get Some Pork on Your Fork’ brand line. A line that’s been around since the early ‘90s and still recognized by over 90% of Australians.

Enter Ramón Jamón, the spicy Spaniard in a pink suit. Here to figure out why Australians aren’t eating more pork, and he’s not shy about it. His go-to question? “Por qué?”

Which, for those of us who skipped Spanish class, means “Why?”

We kicked off with Ramón landing in Australia and immediately making himself at home in kitchens, supermarkets, and hearts nationwide. Whether he’s strolling down supermarket aisles or popping into your living room, Ramón’s on a mission to break down the barriers to pork consumption with a simple, “Por qué?” Then offering up some useful advice.