Agency Of The Year: McCann, Melbourne

Public Service/Social Welfare

Silver Winner

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Entrant: McCann Melbourne, Melbourne
Metro Trains
"Dumb Ways to Die"
  • Corporate Name of Client:
    Metro Trains
  • Client Account Director:
    Alec Hussian
  • Agency Account Director:
    Adrian Mills
  • Advertiser's Supervisor:
    Chloe Alsop
  • Radio Station:
    First Aired On Nova
  • Agency:
    McCann Melbourne , Melbourne
  • Executive Creative Director:
    John Mescall
  • Creative Director:
    Pat Baron
  • Copywriter:
    John Mescall
  • Developer:
    Sam Baird
  • Planner:
    Adrian Mills
  • Agency Producers:
    Mark Bradley
    Cinnamon Darval
  • Director:
    Julian Frost
  • Recording Studio:
    Allan Eaton Studios , Melbourne
  • Music Composer:
    Ollie McGill
  • Music Lyricist:
    Ollie McGill
  • Music Performed By:
    Tangerine Kitty
  • Artistes:
    Ollie McGill
    Emily Lubitz
  • Song Title:
    Dumb Ways to Die
  • Description of the Project:
  • Dumb Ways to Die: The message that young people needed to hear, that became a message young people wanted to hear. This radio ad started as a paid spot until radio stations around the world started playing the ad for free. The song was also launched on iTunes and Soundcloud, selling over 100,000 copies on iTunes, generating 120,000 downloads on Soundcloud and charting in 28 countries.