Bronze Spike

Case Film

Presentation Board

Product / ServiceDICTIONARY
CategoryE01. Social
Production Company AIRBAG PRODUCTIONS Melbourne, AUSTRALIA


Name Company Position
John Mescall McCann Melbourne Executive Creative Director
Pat Baron McCann Melbourne Creative Director
John Mescall McCann Melbourne Copywriter
Natasha Wood McCann Melbourne Copywriter
Pat Baron McCann Melbourne Art Director
Matthew Stoddart McCann Melbourne Art Director
Dave Budd McCann Melbourne Designer
Nath Mallon McCann Melbourne Senior Editor
Adrian Mills McCann Melbourne Group Account Manager
Alec Hussain McCann Melbourne Account Director
Alex Haigh McCann Melbourne Account Executive
John Mescall McCann Melbourne Strategy
Adrian Mills McCann Melbourne Strategy
Pauline Mcmillan McCann Melbourne Digital Producer
Chelsea Nieper McCann Melbourne Agency Producer
Jake McLennan Other Contributors
Danielle Milazzo Other Contributors

Creative Execution

The execution was an integrated part of the creative idea. We identified a global problem that didn't have a word for it yet. The problem was poor smartphone manners. The word we created was ‘Phubbing: ignoring the person in front of you in favour of your smartphone.’ We launched the word, then used the word to spark a social movement. And then with media and public discussion of Phubbing at its peak, we used media and PR to reveal the origin of the word, to launch the 6th edition of the Macquarie Dictionary. Social was used as the core of the social movement.

The campaign received global coverage and critically, 3.6 million Australians could link the word to its definition. Additionally, the campaign: • Was discussed in 180 countries via social media and covered by 750+ news outlets in 50 countries • Earned 435 million PR impressions • Attracted over 27,000 fans on Facebook • The campaign received unbelievable traction. Hundreds of news outlets such as the USA’s ABC network, Time magazine, the BBC, China Daily, Grazia, and every major Australian media outlet covered the campaign. The editor of the dictionary even spent 10 minutes on breakfast television.

We were asked by Australia’s national dictionary, The Macquarie, to remind people of the relevancy of the dictionary in an age when such things are getting left behind. Specifically, they wanted social media engagement in the lead-up to the launch of their upcoming new edition. In the age of Google, dictionaries are at risk of becoming obsolete. Ultimately, for Macquarie to remain relevant in the long term, we needed to inspire people to want to engage with them, not because they needed a dictionary, but because they wanted one. Our key objective was to generate social discussion both online and offline around the launch of the 6th edition of the Macquarie Dictionary. Awareness of dictionaries is universal. Relevance was severely lacking. Our challenge was to get people talking about something they thought was a thing of the past.


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