Dumb Ways to Die the toast of D&AD: Why our Baron was made to feel like the king of the world

McCann Melbourne art director Patrick Baron was at the D&AD Awards in London on Wednesday night where he ran on stage a world-record seven times to accept five Yellow Pencils, a Black Pencil and a Pencil for D&AD Agency of the Year. Here he attempts to recall what happened for CB.

“To many foweigners mate, that’s the pwoblem, you guys have the wight idea, toss-em intu sea”. I’ve seriously no idea if I’m close to the 51st D&AD ceremony being held at the Roundhouse in Camden or close to getting tossed into the English channel by my new besttie slash cabbie. 

He’s not happy, that’s ok, I get it, just gotta keep him calm, focussed, can’t be far now. Nodding and sympathising, every road is looking like the one I passed ten minutes ago. 

“Sowwy mate! cash only.” Rats, I’ve none, but I made it, I’ve arrived. Though it’s taken 40 hours to journey here, the road to D&AD has been a long one personally. The Roundhouse is round, well named and full of bearded creatives, gowned gals and suited suits. 

Mi5 wave me through and I’m wishing John and the gang from Melbourne were here. John Mescal’s on the last plane into France to judge Cannes and couldn’t make it, but I’m warmly greeted by ECD Rob and the crew from McCann London. 

I learn the Monkeys, Tribal DDB, Revolver and others from Australia are in the house but I can’t recognise a familiar face. The speakers erupt, the lights dim and advertising creatives from the world’s leading agencies seat themselves ready for the serious stuff to begin. “Too many foweigners mate”.

It’s a great night for McCann. That’s it, what else can you say? McCann London also received a Gold Pencil for Game Makers. The work as in previous years is diverse, ingenious, original, entertaining, crafted within an inch of its life and inspiring. 

As a young design graduate from Swinburne Melbourne, Neville Brody, last night’s presenter, was a hero of mine. Receiving a Black Pencil and later the Best Agency at D&AD Pencil on behalf of McCann Australia from Brody and Tim Lindsay was a real honour. 

Olympic Cauldrons, Super humans, Southern Comfort inspired budgie smugglers, Life Savers from Droga5, Clemenger BBDO’s Mars Petcare, Leo’s PMS Queen, Three little Pigs, Nike’s Fuel Band and Monkey Mixionaries are just a few of the winners that blew my mind. 

There are just to many great pieces to mention and at this point Man V Machine is doing my head in, I’m rooted and the room’s spinning. After congratulating the guys from Tribal DDB Melbourne on their great win I’m back in my hotel next to Liverpool Street Station and only five sleeps from Cannes. 

Won’t lie to you, I gotta pencil just looking at that bed.