Metro Trains Case study Dumb Ways To Die, 28 by McCann Erickson Melbourne

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Dumb Ways To Die, 28

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Industry Public Transport, Mass Transit
Media Case study
Market Australia
Agency McCann Erickson Melbourne
Art Director Pat Baron
Copywriter John Mescall
Producer Cinnamon Darvall
Released May 2013


Cannes Lions 2013
Cyber Lions Craft; Best Music/Sound Design Gold

Credits & Description

Type of entry: Craft
Category: Best Music/Sound Design
Advertiser: METRO TRAINS
Product/Service: METRO TRAINS
Executive Creative Director: John Mescall (McCann)
Creative Director: Pat Baron (McCann)
Group Account Director: Adrian Mills (McCann)
Senior Account Director: Alec Hussain (McCann)
Copywriter: John Mescall (McCann)
Senior Account Manager: Tamara Broman (McCann)
Strategy: Adrian Mills (McCann)
Senior Producer: Mark Bradley (McCann)
Producer: Cinnamon Darvall (McCann)
Composer And Producer: Oliver Mcgill ()
Digital: Huey Groves (McCann)
Digital: Christian Stocker (McCann)
Animation: Julian Frost ()
Marketing Manager: Chloe Alsop (Metro Trains)
General Manager/Corporate Relation: Leah Waymark (Metro Trains)
Art Director: Pat Baron (McCann)
Brief Explanation
The Dumb Ways to Die music video is the most successful PSA in history and
the 3rd most viral ad of all time with views exceeding 44 million. The song became so popular it charted in 28 countries on iTunes, with over 70,000 copies sold and another 100,000 downloaded for free. Over 200 cover versions of the video were created and shared by teenagers via Youtube. Digital radio stations continue to play the song for free.
Importantly, Metro have experienced a 21% reduction in accidents and deaths in key accident areas compared to the same times the previous year.