Metro Trains Digital Dumb Ways To Die, 15 by McCann Erickson Melbourne

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Dumb Ways To Die, 15

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Industry Software & Multimedia Productions, SaaS, Public Transport, Mass Transit
Media Digital, Interactive & Mobile
Market Australia
Agency McCann Erickson Melbourne
Copywriter John Mescall
Typographer Pat Baron
Illustrator Julian Frost
Released March 2013


London International Awards 2013
Digital Mobile Apps Gold Winners

Credits & Description

Entrant: McCann Melbourne, Melbourne
Metro Trains
"Dumb Ways to Die"
Visit web site:
Corporate Name of Client: Metro Trains
Client Account Director: Alec Hussian
Advertiser's Supervisor: Chloe Alsop
Agency Account Director: Adrian Mills
Planner: Adrian Mills
Agency: McCann Melbourne , Melbourne
Executive Creative Director: John Mescall
Creative Director: Pat Baron
Copywriter: John Mescall
Art Director: Pat Baron
Typographer: Pat Baron
Agency Producers: Mark Bradley
Cinnamon Darval
Illustrator: Julian Frost
Digital Production Company: Barrel of Donkeys , Melbourne
Developer: Julian Frost
Sam Baird
Animator: Julian Frost
Description of the Project:
Dumb Ways to Die The Game The message that young people needed to hear, that became a message young people wanted to hear. The Dumb Ways to Die smartphone game is a furious little button basher that engages young people in the idea of being safe around trains, while they help prolong the lives of the characters from the Dumb Ways to Die campaign. To date, over 14 million people have downloaded the app and it became the top free mobile app in 17 countries and also charted in the top 100 in 80 countries.