Tag: DDB Group Melbourne

Australia – ACCIONA, an infrastructure company dedicated to the development and management of infrastructure and renewable energy, has tapped DDB Group Melbourne for the launch of its campaign ‘Turbine Made’, aimed at ransforming retired wind turbine blades into innovative new materials and products for a better Australia.

For the launch of the initiative, ACCIONA has broken down a decommissioned blade from its Waubra Wind Farm in Victoria into a versatile particulate that can serve as a raw material for sustainable product manufacturing. 

Like the turbines themselves, the products will help power a more sustainable Australia and could include applications such as protective gear for firefighters, highway crossings for endangered koalas, concrete for sustainable buildings and equipment for playgrounds.

To bring this initiative to life, ACCIONA engaged DDB Melbourne off the back of a competitive pitch process to conceive and develop the ‘Turbine Made’ idea, brand identity, marketing and PR strategy. Leveraging DDB’s creative expertise, the initiative aims to engage industry, sustainability advocates, and other potential partners to identify new applications for the material.

The ‘Turbine Made’ launch has been supported with an integrated campaign, including an online film, social, PR, press and out-of-home.

Caroline Pinter, general manager brand and marketing at ACCIONA, said, “Turbine Made demonstrates our commitment to sustainable innovation. We are working to transform one of the industry’s most complex environmental challenges into a solution that enables the development of new, forward-thinking products.”

She added, “By collaborating with DDB Melbourne, we have been able to effectively communicate the opportunities of this initiative. We’re excited to see how this material could be used and look forward to working with our partners to bring these ideas to life.”

Meanwhile, Giles Watson, executive creative director at DDB Group Melbourne, commented, “Turbine Made is about reimagining what’s possible. In doing so, we’re not just giving turbine blades a second life–but also inspiring industries to see that waste doesn’t have to be the end of the story, it can be the start of something remarkable.”

The project is already well and truly underway, with the first Turbine Made prototype launching in early March, and ACCIONA is now seeking partnerships with more industries, businesses, researchers and students.

Melbourne, Australia – DDB Group Melbourne has announced the appointment of Psembi Kinstan as chief creative officer, promoting him from his previous post as group executive creative director.

Since Kinstan joined the DDB Melbourne in 2021, he has worked with the leadership team as head of DDB, Mango and Tribal teams.

With his efforts to establish a culture of creativity, he has contributed to the growth of the agency, along with securing client wins. Its major client wins include Coles, Asahi CUB, Acciona, Movember, Mr Chen’s, Dabble, Funlabs, Agrifutures, Made by Dyslexia and Our Watch.

Kinstan also contributed to the creation of Smith Street, a specialised marketing agency.

Additionally, Kinstan spearheaded the launch of the University of Dyslexic Thinking, partnering with Richard Branson, Virgin, TikTok, and Open University.

Mike Napolitano, DDB Melbourne Group chief executive officer, commented, “Psembi is a world class leader who has helped reaffirm DDB Group Melbourne on the global stage. He and I share a common view of what a modern creative business should have – an unfair share of the best talent in market, world class thinking that is commercially powerful, and a way of working that generates fun.” 

“For the last three years he has gone to work helping to make DDB exactly that.  He is universally loved and respected by our team, clients and the broader industry and I couldn’t be prouder to call him a mate and my creative partner. This is a very exciting announcement for Psembi and DDB and I can’t wait to see him take it to the next level,” Napolitano added.

Matt Pearce, DDB Melbourne’s head of strategy, commented, “Psembi’s focus on l delivering the best creative work and best agency experience is unquestionable, and effective. The team admires him, our partners trust him, and every brief, campaign or working week is made better thanks to his leadership. He’s been an incredible partner in shaping the DDB Melbourne proposition for the past three years, and I’m thrilled for him. ‘Bout time.”

Kinstan commented, “I’m incredibly proud of what we’re building at DDB Melbourne. We are producing work on a global scale that still feels uniquely boutique, and that values craft and building distinctive brand worlds – and we’re just getting started. This is really just the beginning of the DDB Melbourne agency journey – we have a huge appetite and ambition, and I can’t wait to see where it goes.”