PAT BARON Chief Creative Officer McCann Melbournemail@patrickbaron.com

The Emotional Trailer
Infrequent Flyers Club
Dumb Ways To Die
Dumb Ways To Die
Phubbing
The Emotional Trailer
The Emotional Trailer

The Melbourne International Film Festival (MIFF) is a foreign language art house film festival. In a world of Netflix, iPads and superhero Hollywood blockbusters, our task was to raise awareness and attract audiences to films they’ve never heard of, starring actors they don’t know, in languages they don’t understand. We all feel the same basic […]

Infrequent Flyers Club
Infrequent Flyers Club

Don’t fly much? Join the club, The Tigerair Infrequent Flyer Club. Any airline can have a frequent flyer program, but it takes a special kind of airline to think about the people who may not be able to fly regularly. Sure, you don’t earn points. And there’s no swanky lounge or any form of preferential treatment at […]

Dumb Ways To Die
Dumb Ways To Die

Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people. We had to find a way to get them to care about being safe around trains. Being unsafe around trains is the Dumbest Way to Die. Rather than […]

Dumb Ways To Die
Dumb Ways To Die

The “Dumb Ways To Die” Rail Safety campaign also appeared in local press and outdoor throughout Melbourne’s Metro network. By using entertainment instead of shock tactics, the idea for rail safety entered popular culture. And just four months after launch, the Melbourne Metro has recorded a 21% reduction in accidents and deaths compared to the same time last […]

Phubbing
Phubbing

A word is born for the launch of Macquarie Dictionary’s sixth edition. Language is always evolving therefore an updated dictionary is essential. Through this campaign, we wanted people to fall back in love with words, and the very idea of owning a dictionary. The campaign kicked off on 29 August 2012 when the website www.stopphubbing.com launched, introducing the […]

Guilt Trip
Guilt Trip

Every year, young country Victorians from across the state migrate to Melbourne to start new lives and rarely come back. V/Line Australia’s biggest regional train operator, wanted to increase visitation rates from the city to the country. These new to Melbourne Victorians would still have strong ties to the country, but the lure of the big […]

RSS TED
  • What we can do to die well | Timothy Ihrig
    The healthcare industry in America is so focused on pathology, surgery and pharmacology -- on what doctors "do" to patients -- that it often overlooks the values of the human beings it's supposed to care for. Palliative care physician Timothy Ihrig explains the benefits of a different approach, one that fosters a patient's overall quality […]
RSS Campaign Brief
RSS Fast Company
  • MIT Researchers Radically Boost Wi-Fi With Smart Routers That Talk To Each Other
    Tech lets wireless access points cancel out interference, providing a speed boost for crowded venues. It might help cellphone towers, too. Tech lets wireless access points cancel out interference, providing a speed boost for crowded venues. It might help cellphone towers, too.Look at the night sky on a camping trip and the stars are everywhere. […]