For over 20 years, B&T’s 30 Under 30 Awards has been a proven launchpad, spotlighting and accelerating the careers of the industry’s brightest talent under the age of 30. Just ask VML’s Charlie Dejean, last year’s Creative category and Grand Prix winner. He’s been on an absolute tear since then taking home gold at both Cairns Crocodiles and the Cannes Lions.
Dejean was the copywriter on the ‘Legacy Taps‘ initiative, which saw faucets installed alongside other beer taps in pubs and clubs across NSW. The dry taps are equipped with RFID technology, allowing patrons to thank their fallen veterans by buying them a symbolic beer with a simple tap of their phone or credit card.
Still haven’t entered B&T’s 30 Under 30! Apply now before you run out of time!
Following the awards night, Dejean helped 1001 Optometry launch ‘The Hidden Eye Test’.
The campaign demonstrated to people that they needed their eyes tested, rather than telling them. This was through a message that was displayed on outdoor advertising that was dependent on the health of your eyes.
Dejean is a special talent and as Paul Nagy, VML’s APAC CCO puts it, “I’m personally thinking he’s a robot of some kind, but if he is human, then I’d 100 per cent say he’s the most impressive talent under 30 I’ve seen in a very long time. Would order more if I could.”
B&T caught up with Dejean to discuss how being crowned the Grand Prix winner has opened up more opportunities for him and how it has instilled self-belief that has led to a flurry of awards.
Want to bask in awards glory? Enter B&T’s 30 Under 30 before it’s too late!
B&T: What’s happened in your career since being recognised as part of B&T’s 30 Under 30?
Charlie Dejean: I’ve never lacked ambition. But I have lacked self-belief. Before all this, I’d kick into every creative review and fire off ideas in all directions, hoping one would land before I was asked to fix the door on the way out (thankfully, some did). My B&T submission was equally as unhinged. It was a shot in the dark. The real plan was just to observe, learn, and come back stronger in 2026.
Then I got shortlisted.
Then they called my name.
And then they called my name again. Only this time, I had to explain myself to a room filled with 99 of the brightest young minds in the industry.
The world’s felt much bigger since. The conversations, the collaborators, the opportunities. But the biggest change was within. I gave myself the permission to trust my own voice. One powered by instinct, guided by taste, and finally backed with self-belief. Given how things have unfolded, that’s proven to be a pretty dangerous formula.
B&T: What are your career ambitions?
CD: To always stay the challenger.
I want to keep questioning how things are seen, expressed and expected to work. To challenge categories, competitors, and most importantly, myself. To stay on the outskirts of comfort, because that’s where the good stuff happens.
As Avis said best: “We try harder.”
B&T: Has this changed after being recognised this year?
CD: It didn’t change the ambition, but it did calm the inner farm.
I spend less time second-guessing and more time backing ideas I believe in. And I’m just as comfortable moving on when something’s been stretched and isn’t getting us anywhere.
B&T: What trends/ opportunities are exciting you in the industry?
CD: It’s not necessarily something new, but it’s something that’s feeling a lot more infectious: a genuine love for craft.
The idea will always be king. Without it, you’re just polishing a turd. But the craft shows the care. And this industry needs to show it cares more than ever.
You can just feel the sweat and tears (and blood, if you’re unlucky) that goes into some of the work out there. It’s super motivating. In fact, they inspired us straight to The Hidden Eye Test. And judging by the reaction we got from that work, we know it’s doing its job in inspiring others. Let’s do more of that.
B&T: Why did you choose to enter this year’s 30 Under 30?
CD: Honestly, it was nothing more than a way to see where I landed, and pave the way for a more serious crack at it the following year. I’m very thankful the judges saw something in me that I couldn’t yet see for myself.
An unexpected upside was that it forced me to take stock. Everything beyond that was a very (very) welcome surprise. And a shockingly awful speech.
B&T: What advice would you give to other emerging leaders in the industry?
CD: Firstly, don’t wait until you feel ready to do whatever you’re aiming for. You’ll be waiting forever. Boom, roasted.
Secondly, keep the right people close. It helps if you have good deodorant.
Lastly, if you’re heading to B&T, prepare a speech. You know those generic speeches you judge at the Oscars? That could be you. I nearly thanked God, which would’ve been a bold pivot for me.
Ready to take a leap of faith? Enter B&T’s 30 Under 30 Awards before it’s too late!
