What's the big idea?

What was the moment when you knew you had a concept for 'Dumb Ways to Die'?

Who hasn't thought: "That was so stupid, why on earth did I do that?" The moment we asked ourselves this question was the moment we knew we had an exciting idea. There's a real dark comedic tension in thoughtlessness. If you're dumb enough to place yourself in front of a moving train there's a very high probability you'll die. True.

What is the best work you've seen?

A successful brand campaign is one that not only profits from us, but profits us. Sounds profound and it is. Unilever, Coke and many of the world's leading brand communicators understand this principle. Their campaign ideas reflect universally held shared values that are aspirational, inspirational but most importantly conversational.

What SA work do you like?

"Hope Soap" (the Safety Lab and Blikkiesdorp 4 Hope), "Brother For Life" (John Hopkins Health & Education), a "Rainbow For The Rainbow Nation" (Coca-Cola) and the "Topsy Foundation" TV commercials.

What makes a good idea?

Any idea that solves their client's business problems is a very, very good idea. Ideas that understand their media context and the power in transparency online. Ideas that do no evil. Ideas that don't scream "look at what we made" but seek to lead by example. Ideas that have a real world impact. Ideas that are so simple we all think we could've come up with them. But didn't.

If you had to capture in one word what you look for in an idea, what would that word be?

Humanity.

What advice can you offer your fellow creatives?

The world changed the advertising industry. Now it's your turn to change the world.

How do you keep your mind nimble?

Lose the ego.

What are you looking forward to doing in Cape Town?

The view from Tabletop Mountain, eating "East Coast Baby Lobsters" at Baia, but most of all making new friends in this beautiful city.

• Baron is the executive creative director of McCann Australia and a Loeries 2014 judge