McCann Melbourne goes guerrilla to coin word for Macquarie Dictionary

McCann Melbourne goes guerrilla to coin word for Macquarie Dictionary

EXCLUSIVE: McCann Melbourne has revealed to B&T that for the past year it’s been engaged in a guerrilla marketing campaign that has given birth to a new word across the globe.

The word is “phubbing”, coined to describe the uniquely 21st century phenomenon of ignoring the person in front of you in favour of your phone, and has reached more than 300 million people and sparked global discussion around mobile phone etiquette.

Until now, nobody was aware that the Macquarie Dictionary of Australia was behind the whole campaign, as it looks to remind people of importance an up-to-date dictionary and words to explain social phenomena.

The short film, entitled 'A Word is Born' (see below), is the culmination of a journey that began at on 22 May last year at the University of Sydney, when a team of language experts first coined the word “phubbing’”.

McCann said the campaign proves that language is always evolving therefore an up-to-date dictionary is essential.

McCann's executive creative director John Mescall and group account director Adrian Mills devised the strategy in early 2012 with Susan Butler, publisher and editor of Macquarie Dictionary, recruiting the team that created the word.

Following its creation, McCann set up a website, StopPhubbing.com, a Facebook page, and devised a PR strategy.

The release of ‘A Word is Born’ celebrates the launch of the sixth edition of the Macquarie Dictionary, Australia’s national dictionary. The film takes the audience through the journey of the word from the moment of inception to adoption and is the first time this process has been deliberately filmed and documented.

A Word is Born’ is a love story about words, and how incredible they are," said John Mescall. “We live in a highly visual age, but I believe words still hold enormous power. Through this campaign, we want people to fall back in love with words, and the very idea of owning a dictionary."

Mescall said to his knowledge, this is the first time the birth of a word has been captured on film, and then tracked as it spreads throughout the world.

“We suspected this was a word the world needed and it’s been so gratifying to see the difference a single word has been able to make,” he said. “Misuse of smartphones in social situations has been a problem for a while now, but it wasn’t until the world had a word to describe that behavior, that people really starting talking about the issue.

"Our aim is twofold: help the world address a growing social problem, and at the same time, help the guys at the Macquarie Dictionary sell copies and subscriptions. Hopefully, it’s good for the dictionary and good for everyone."

http://www.youtube.com/watch?v=ZSOfuUYCV_0




Please login with linkedin to comment

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]