PAT BARON chief creative officer mccann australiamail@patrickbaron.com

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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 […]

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 […]

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 […]

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 […]

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 […]

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  • Why I fight for the education of refugee girls (like me) | Mary Maker
    After fleeing war-torn South Sudan as a child, Mary Maker found security and hope in the school at Kenya's Kakuma Refugee Camp. Now a teacher of young refugees herself, she sees education as an essential tool for rebuilding lives -- and empowering a generation of girls who are too often denied entrance into the classroom. […]
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  • Watch Evernote’s founder, age 14, share his unlikely dream
    This irresistible, inexplicable Soviet-era footage combines a plot to induce global warming with pop hits. Here’s a video which didn’t quite make sense as part of my new feature on Evernote, but is far too fascinating not to share.Read Full Story