The Work That Made Me: Damian Pincus
Damian is a creative thinker and has been running his business The Works a creative agency for 20 years. Solving big challenges is what gets him out of bed. He is an energetic, enthusiastic leader and is passionate about finding ideas and new ways to grow brands. Working with clients on their business is still what gets him excited, motivated and creating the best environment for people to thrive in.
He has spent 25 years in the advertising/communications industry and has run business’s in the UK, Singapore and Sydney. Prior to starting The Works, Damian held senior creative positions at global agencies TBWA, Batey and JWT. He has worked across many categories and led brands including Cadbury, Heineken, Nestle, Tiger Beer, Skoda, Jim Beam, Canadian Club, First State Super, Masterpet, Allianz Retire + and Brother.
He has also been recognized in the industry winning creative and effectiveness awards including D&AD, Cannes, NY Festivals, Award, Kinsale, ADMA, Global Effies, Grand Effie and gold, silver and bronze Effies.
LBB> The ad/music video from my childhood that stays with me…
Chris Isaak - Wicked Game - as a teenager when music clips were just taking off, I remember seeing this and being blown away with how powerful emotions can be created with a great track, stunning filmmaking, brilliant casting. The love story and passion was a teenagers dream and got me interested in the power of strong storytelling and craft. We call this content now, but it’s still so powerful.
LBB> The ad/music video/game/web platform that made me want to get into the industry…
I just loved this ad, it really made get how by entertaining you can sell lots of product. So fun, so silly and entertaining. Escapism at its best.
LBB> The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting…
The original Castelmaine XXXX campaign has been copied over and over again by so many brands over the years. Still love it and as a young man living in London I fell in love with Australia then.
Brilliantly single minded and a proper long term campaign.
LBB> My first professional project…
I think it was some terrible trade ad for a drain company. Took me a while to get good at my trade, I’ve learnt a lot over the years.
LBB> The piece of work (ad/music video/ platform…) that made me so angry that I vowed to never make anything like *that*…
LBB> The piece of work (ad/music video/ platform…) that still makes me jealous…
Dove Self Esteem Project, I love all the work done as part of the Dove Real Beauty campaign, as a father with a daughter we need brands to take ownership of these issues.
LBB> The creative project that changed my career…
I worked for Beam Suntory for over 16 years, locally and globally. We re-launched Canadian Club in Australia and came up with a super simple idea “Over Beer?”, we went beyond advertising and re-packaged the product and got it on tap in bars and pubs and behaved like a beer. It continues to be the fastest growing spirit brand in Australia.
We no longer have the account, but credit to the client Trent Chapman who has kept the idea for over 1o years. Canadian Club - Beer Fairies (Support Group) on Vimeo .With the success of this campaign I learnt what it really takes to re-launch a brand and drive success over the long term, it takes incredible discipline, creativity and consistency.
LBB> The work that I’m proudest of…
Early on at the start of the agency we made a great spot for MTV, it was one of the most fun shoots I have been on. Budgie Smuggler | The Sweet Shop | MTV Networks Australia | D&AD Awards 2007 Pencil Winner | Direction | D&AD.
Also we have done two other impactful campaigns for Sea Shepherd
And a piece for Greenpeace
LBB> The recent project I was involved in that excited me the most…
I have been lucky to work with an Aboriginal community who live in the northern territory and help them develop a business called Knowledge Water. I have learnt so much about their community, how they approach solving problems and some of the struggles they face. But above all I’m inspired by how they want to change the course of their future with this business.
