Metro Trains Digital, Case study Dumb Ways To Die, 30 by McCann Erickson Melbourne

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Dumb Ways To Die, 30

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

Awards

Cannes Lions 2013
Cyber Lions Craft; Animation Silver

Credits & Description

Type of entry: Craft
Category: Animation
Advertiser: METRO TRAINS
Product/Service: METRO TRAINS
Agency: McCANN MELBOURNE, AUSTRALIA
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
Dumb Ways to Die turned a message that people needed to hear, into a message that people wanted to hear.
This animated music video is now the most successful PSA of all time and now the 3rd most viral ad of all time with views exceeding 44 million. Total social media shares of the animated music video now exceed 3.2 million.
Importantly, Metro have experienced a 21% reduction in accidents and deaths in key accident areas compared to the same times the previous year.