PAT BARON chief creative officer mccann australiamail@patrickbaron.com

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 message that ‘phubbing’, a uniquely 21st century phenomenon of ignoring the person in front of you in favour of your mobile phone, is a social scourge and people of all ages, all nationalities and either sex, offend at some point. 

The release of a short Film ‘A Word is Born’ celebrated the launch of the sixth edition of the Macquarie Dictionary, Australia’s national dictionary. Launched on a YouTube channel, it takes the audience through a journey that began at 4.22pm on 22 May 2012 at the University of Sydney, when a team of language experts first coined the word ‘phubbing’. ‘A Word is Born’ documents the moment of inception to adoption and is the first time this process has been deliberately filmed and documented.

A phubbing website and accompanying Facebook page were presented as the brainchild of 23-year-old Alex Haigh – an account executive at McCann – with McCann’s role being that of concept/asset developer. An important milestone in the campaign came in July when Alex spotted an article on smartphone etiquette published by The Herald Sun and contacted journalist Elissa Doherty with details of the ‘Stop Phubbing’ campaign, prompting the first of a spate of global articles on ‘phubbing’.

Quickly spreading around the world and attracting the attention of over 300 million people, the campaign prompted global conversations on the subject of mobile phone etiquette, by identifying a truth – many of us are frustrated by the behaviour (caused by the proliferation of smartphones), but without a term, it has gone unchecked.

Global media coverage to date stands at 600-plus TV, radio, press and online news outlets.

 

PHUBBING CASE STUDY VIDEO

 

STOP PHUBBING WEBSITE

Patrick Baron Phubbing Website

 

CREDITS
EXECUTIVE CREATIVE DIRECTOR   /   John Mescall
CREATIVE DIRECTOR   /   Patrick Baron
COPYWRITER   /   John Mescall   /   Adrian Mills   /   Natasha Woods   /   Jake McLennan
ART DIRECTOR   /   Patrick Baron   /   Danielle Milazzo   /   Matthew Stoddart
DESIGN   /   David Budd
GROUP ACCOUNT DIRECTOR   /   Adrian Mills
ACCOUNT DIRECTOR   /   Alec Hussain
ACCOUNT EXECUTIVE   /   Alex Haigh
PRODUCTION COMPANY   /   Airbag Productions
DIRECTOR   /   Aaron Wilson
EDITORS   /   Nathan Mallon   /   Bill Irving
DIGITAL PRODUCER   /   Pauline McMillan

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