One Club International Board Of Director
'Dumb Ways To Die' Five Cannes Grand Prix
'Made Possible By Melbourne' EFFIE Grand Prix
Cannes Gold Lion Creative Data
Grand Prix Cannes Effectiveness 'Guilt Trip'
One Club International Board Of Director
One Club International Board Of Director

Last week in New York at The One Show I joined The One Club for Creativity’s International Board of Directors, the first time an Australian has been invited. At the airport on the way home I made a few notes on my experience. There were many highlights and Australia performed well again, congratulations to everyone back […]

‘Dumb Ways To Die’ Five Cannes Grand Prix
'Dumb Ways To Die' Five Cannes Grand Prix

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 […]

‘Made Possible By Melbourne’ EFFIE Grand Prix
'Made Possible By Melbourne' EFFIE Grand Prix

Despite being Australia’s number one university and a highly respected institution globally, market research consistently identified limited awareness and understanding of the University of Melbourne’s research endeavour and public contribution. This finding was particularly evident for the University’s core audience of Melbourne’s business leaders and investors (known to the University as the ‘Esteem’ audience), a group […]

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 […]

Grand Prix Cannes Effectiveness ‘Guilt Trip’
Grand Prix Cannes Effectiveness '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 […]

Playnasium
Playnasium

An experiential campaign that makes gym time play time. For over 150 years the YMCA’s purpose has been to make communities healthier and happier by getting people together to get active. So for this year’s campaign we thought we’d create an experience that did just that, by inventing the YMCA Playnasium. YMCA Playnasium is workout equipment that […]

Dumb Ways To Die The Games 2
Dumb Ways To Die The Games 2

After the overwhelming success of the original Dumb Ways to Die campaign, we had the opportunity to reach even more young people around the world and encourage them to be safe around trains. We created Dumb Ways to Die: The Games. In it, players travel by train across a world filled with loveable new characters and […]

Cannes Lion Film Jury
Cannes Lion 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 […]

Hipstervention
Hipstervention

Hipsters, beards, they’re everywhere. And that’s a problem when you sell razors. So how did BIC Flex 3 get these men to shave? By staging hipsterventions and getting friends, to shame friends into becoming themselves again. Firstly we needed to recruit an army and social lured in all the help we needed. And in a […]

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 […]

Taking Google’s message offline
Taking Google’s message offline

Many businesses in the sizeable Australian mid-market still don’t use digital advertising. So how does Google reach decision makers in these companies, many of whom have only advertised through traditional media? THE IDEA Take the Google message offline. ‘The Web & How to Make it Pop’ introduced mid-market businesses to Google in a way never before seen and it made the […]

A Table To End Hunger
A Table To End Hunger

Like many developed nations with an abundance of food, Australians take hunger for granted. We are like “fish, who don’t know they’re in water.” We believed the only way to get people to notice the hunger project was to be unconventional and address the issue through something Aussies cared about – dining out. We made […]

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 […]

Return Journey Through Scent
Return Journey Through Scent

When you live a Life Well Travelled, you collect amazing memories. And the most powerful way to evoke a memory is through the sense of smell. So we created a new way for travellers to capture and relive their memories: a fragrance. Parfumsde Voyage is unique fragrance that distills travel memories into liquid.  Analysing the travel data […]

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 […]

Reflections Of Bullying
Reflections Of Bullying

Everyone in every workplace is at risk of emotional harm from workplace bullying, directly or indirectly. We needed to get Australians to recognize the toxic culture of bullying and change their behavior. The idea was to get Australians to reflect on their workplace behavior. With such social stigma attached to mental health in the workplace, […]

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 […]

Are you Care Aware
Are you Care Aware

Every one of us is likely to become a carer or be cared for in our lifetime. Yet as a society we don’t really understand what caring is and what it involves. Care Aware is a national communications initiative that aims to raise awareness, recognition, support and appreciation of the 2.6 million Australians who provide unpaid […]

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 […]

Unwritten Reviews
Unwritten Reviews

The Melbourne International Film festival is one of Australia’s most culturally diverse film festivals. As a local film festival we really only needed to reach a local audience. So we utilised micro influencers – micro influencers are increasingly viewed by brands as more trusted sources of recommendation for consumers, particularly when it comes to engaging […]

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
Creative Of The Year

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 […]

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 Lion Grand Prix Media
Cannes Lion Grand 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 […]

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