Agency Of The Year: McCann, Melbourne

Digital
Mobile Apps

Gold Winner


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Entrant: McCann Melbourne, Melbourne
Metro Trains
"Dumb Ways to Die"


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  • 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:
    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.