PAT BARON chief creative officer mccann melbournemail@patrickbaron.com

Cannes Gold Lion Creative Data
The Emotional Trailer
Adfest 2016 Grande Prix & 2 Gold
Creative Of The Year 2015
Cannes Lion 2015 Film Jury
Cannes Gold Lion Creative Data
Cannes Gold Lion Creative Data

It was a golden night at the 2016 Cannes Lion Festival of Creativity for McCann Melbourne. We won Lions for two campaigns, the Melbourne International Film Festival ‘The Emotional Trailer’ won a Gold Cannes Lion for Creative Data – Data Storytelling, a Silver Cannes Lions for Creative Data – Data Visualization and a Bronze Cannes Lion for […]

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 […]

Adfest 2016 Grande Prix & 2 Gold
Adfest 2016 Grande Prix & 2 Gold

The MIFF Emotional Trailer had a positive start to the awards season with a strong showing at AdFest. The project picked up a Grand Prix and two Gold in Interactive, topping off a total of 9 Awards across many categories. Says Adrian Bosich, managing partner, AIRBAG: “I’m delighted to add this swag to the collection we’ve […]

Creative Of The Year 2015
Creative Of The Year 2015

McCann Melbourne’s, Executive Creative Director Pat Baron is the first ever winner of the ‘Creative of the Year’ award for 2015. McCann Melbourne’s Infrequent Flyers Club for Tigerair won four awards: Customer Experience, Copywriting, Customer Retention\Loyalty Campaign and Integrated Campaign at last nights Australian Creative & Effectiveness Awards. Unlike 2013 when the Dumb Ways to […]

Cannes Lion 2015 Film Jury
Cannes Lion 2015 Film Jury

Our president Tor Myhren, President and Worldwide Chief Creative Officer, Grey predicted with utter certainty six days of darkness in the jury rooms (an under-estimate as judging overruns depending on time spent in debate). These words from Helmut Krone set the tone for the week and provided some unexpected results. Tor said: “Cannes sets the […]

Spikes Festival Of Creativity Speaker
Spikes Festival Of Creativity Speaker

What would you do if you knew you wouldn’t fail? How big would your creativity be? It’s a great question. Day four at the Spike Festival of Creativity 2014 in Singapore. I’m part of a panel that includes creative chairman David Guerrero BBDO Guerrero and executive creative director Rob Sherlock ADK Worldwide answering these and other […]

Cannes Grande Prix Creative Effectiveness
Cannes Grande Prix Creative Effectiveness

We won the prestigious Creative Effectiveness Grand Prix in Cannes overnight, for the successful ‘Guilt Trips’ campaign for Victorian regional train operator V/Line. Guilt Trips, which used guilt to encourage city dwellers to catch the train back to their hometowns to visit friends and family, grew total off-peak monthly sales for V/Line by 15% and boosted call […]

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 […]

Cannes Lion Grande Prix Media
Cannes Lion Grande Prix Media

Last night ‘Dumb Ways To Die’ won the 2013 Cannes Grand Prix for Media and 5 Gold Cannes Lion’s for Cyber. There’s no doubt that ‘Dumb Ways To Die’ has caught Cannes imagination in an unprecedented fashion.  There’s been an energy and enthusiasm for the campaign that seems to have gathered momentum. Admittedly, its record-breaking haul […]

D&AD Agency Of The Year
D&AD Agency Of The Year

I seriously had no idea if I was close to the 51st D&AD ceremony being held at the Roundhouse in Camden or lost. My cabbie wasn’t happy, that’s ok, I get it, I knew it couldn’t be far now. Nodding and sympathising, every road looked similar to one we’d passed ten minutes ago. At last we’d arrived. […]

One Show Best In Show
One Show Best In Show

McCann Melbourne won “Best In Show” at The 40th Annual One Show for “Dumb Ways To Die,” the multiplatform campaign about train safety for the Australian Metro train service. The campaign was also recognized with three Gold and one Bronze Pencil, as well as 4 Merit awards. McCann India was also recognized with two Gold and one […]

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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