PAT BARON chief creative officer mccann australiamail@patrickbaron.com

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 centre enquiries by 28%. 

The incredible honour follows being recently appointed executive creative director of McCann Melbourne. Just to have four Australian campaigns, including two McCann campaigns, shortlisted for their Creative Effectiveness is remarkable. I couldn’t be more proud to be an Aussie creative right now. It’s brilliant to see our nation’s creative output recognised and celebrated on the world stage.

The Cannes Jury commented that it was a “brilliantly executed marketing idea that led to brand growth”.

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 city lights was pulling them the other way.

To do this we needed to give people a reason to go back to the country. V/Line knew that they weren’t asking their target to make a rational decision and that the solution needed to be functional and emotional.

The solution to the business problem wasn’t to advertise the trains, but rather create a new product that delivered a brand new, highly functional product delivered through one of the most powerful emotional lenses. Guilt. The idea was simple, the Guilt Trip. The incredible honour follows McCann Melbourne’s record-breaking performance at the Cannes Festival of Creativity last year, when the agency won the highest number of Lions ever – including the most awarded campaign in the history of the festival for Metro Train’s Dumb Ways to Die.

Says John Mescall, McCann Australia executive creative director: “I don’t think there’s ever a better feeling than putting a great idea into market, and having that idea be the impetus for business growth. It’s what we do and it’s why we’re here, so the Effectiveness GP is just so gratifying for us.”

Says Ben Lilley, chairman & CEO, McCann Australia: “We are humbled and honoured to have our work recognised with Grand Prix for two conductive years now. And to have been recognised for such different campaigns is a credit to our entire agency team and the breadth and depth of their offering.”

Just to have four Australian campaigns, including two McCann campaigns, shortlisted for their Creative Effectiveness is remarkable. I couldn’t be more proud of my creative team right now. It’s brilliant to see our agency’s creative output recognised and celebrated on the world stage. Judges felt it was a “brilliantly executed marketing idea that led to brand growth”.

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