He argues that diversity of thinking as opposed to a formulaic approach is key to keeping your communication real.
“If you try and follow what someone else has done, it won’t comes across as genuine,” he explains “Because the way of communicating doesn't ring true for your idea because you are probably borrowing a way of talking to an audience that isn’t authentic to your idea.” One of the main reasons why a formula doesn't work and can’t be applied to different briefs is that it doesn't come across as authentic. Every single brief that you receive from a client has it own life, its own personality and is talking to its own audience." “We realise that we couldn't do it again.
But we realised there is no formula,” he recalls. “There was enormous pressure to do it again. They pick the campaign apart to try and puzzle together the formula for its success.Įven clients fall under the spell of a winning campaign and walk into their office asking for a campaign “just like that”.Īfter the success of "Dumb Ways to Die" McCann Australia had many clients who asked “Can you do a song for our brand?”, “Can you be irreverent and funny for our brand?”, “Can you do it again?”, “What is the formula?”. We caught up with him at the recent Loerie Awards, where he chaired the radio, television, film and video judging panel.Īccording to Barron, what often happens when a campaign does well, especially after awards shows, is that an entire industry says “We should do work like that we should follow that formula”. But, says Barron, to continue doing good work you have to “fuck the formula”.
#Dumb ways to die cracked
It's easy for an agency at the top of its game to think it has cracked the formula for creating great work and that by emulating the winning recipe, it could replicate this success. He oversaw the creation of " Dumb Ways to Die" for Metro Trains, the most awarded campaign at the Cannes Lions ever and recipient of numerous global awards to the extent that, in 2013, McCann Australia won the “World’s Most Awarded Agency” title. There are no short-cuts when it comes to producing award-winning creative work. Patrick Barron, executive creative director of McCann Australia, should know.
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