PAT BARON Executive Creative Director McCann Melbournemail@patrickbaron.com

Infrequent Flyers Club
Dumb Ways To Die
Dumb Ways To Die
Phubbing
Guilt Trip
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 […]

Impossible Orchestra
Impossible Orchestra

Every day 2.6 million unpaid Australians face the seemingly impossible task of caring for their disabled children, ageing parents and partners, nonstop, 24 hours a day. With no media budget, our task was to tell this story. THE IDEA We challenged 260 of Australia’s finest classical musicians to achieve the impossible feat of playing nonstop for 24 hours in Australia’s […]

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    The barbershop can be a safe haven for black men, a place for honest conversation and trust -- and, as physician Joseph Ravenell suggests, a good place to bring up tough topics about health. He's turning the barbershop into a place to talk about medical problems that statistically affect black men more often and more […]
RSS Campaign Brief
  • Cannes Contenders: Cummins&Partners, Sydney
    How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...Fox Sports: We're A FoxSporting Nation - Ad-freeCummins&Partners SydneyA typical conversation on a...
RSS Fast Company
  • Verizon's Multi-Billion-Dollar Play To Take On Netflix, Amazon, Google & Facebook
    The telecom giant, which is in talks to acquire Yahoo, wants a piece of the digital content revolution.It's barely noon and the teenage girls at AOL's live studio in downtown Manhattan are already doing the giggle-scream, their excitement at the sight of Beau Mirchoff, star of MTV's Awkward, bubbling over into shrieks and Snapchats.Read Full […]