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 […]

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  • How trees talk to each other | Suzanne Simard
    "A forest is much more than what you see," says ecologist Suzanne Simard. Her 30 years of research in Canadian forests have led to an astounding discovery -- trees talk, often and over vast distances. Learn more about the harmonious yet complicated social lives of trees and prepare to see the natural world with new […]
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  • With Yahoo Acquisition, Verizon Hopes To Grow Its New Media Empire
    Verizon EVP Marni Walden explains why Verizon just paid $4.8 billion for Yahoo. One big reason? Yahoo's 600 million monthly mobile users.After months of speculation and intrigue, the bidding war for Yahoo came to an end today with the announcement that Verizon has agreed to acquire the former search giant's digital assets for $4.83 billion […]