Dumb Ways to Die, Smart Ways to Win!

Public awareness campaigns are not your average opportunity to unleash your creativity, such campaigns are meant to be safe, conservative and serious, but McCann Melbourne believes it shouldn’t. Their phenomenon campaign “Dumb Ways to Die”, which they created for Melbourne’s metropolitan rail service Metro Trains, won several awards at the Cannes Lions 2013, including 5 Grands Prix! Which makes it the campaign of the year!

The agency started a YouTube video last November, which was followed by an iPhone game and an outdoor campaign, the video was so successful that it had its own parody, not to mention that it was viewed more than 52 million times! This is a safety campaign for the railroad!

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Director: Pat Baron
Copywriter: John Mescall
Art Director: Pat Baron
Illustrator: Julian Frost
Account Supervisor: Adrian Mills
Producers: Mark Bradley, Cinnamon Darvall
Account Manager: Alec Hussain
Planner: Adrian Mills

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