PAT BARON chief creative officer mccann australiamail@patrickbaron.com

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 […]

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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  • You don't have to be an expert to solve big problems | Tapiwa Chiwewe
    Driving in Johannesburg one day, Tapiwa Chiwewe noticed an enormous cloud of air pollution hanging over the city. He was curious and concerned but not an environmental expert -- so he did some research and discovered that nearly 14 percent of all deaths worldwide in 2012 were caused by household and ambient air pollution. With […]
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  • Gucci put turbans on white models and explained it with cyborgs and Foucault
    There were a lot of weird things happening at Gucci’s show at Milan Fashion Week on Wednesday. For one thing, the room was designed to look like a terrifying hospital, with models strutting around two operating tables with harsh yellow light streaming down on them. Several models walked onstage carrying what appeared to be their […]