Grand LIA   |   Winners   |   Finalists

Digital
Viral

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
  • Illustrator:
    Julian Frost
  • Typographer:
    Pat Baron
  • Agency Producers:
    Mark Bradley
    Cinnamon Darval
  • Director:
    Julian Frost
  • Animator:
    Julian Frost
  • Developer:
    Sam Baird
  • Description of the Project:
  • Dumb Ways to Die - The campaign integrated Youtube, iTunes, Soundcloud, Tumblr, a website, game, digital PR, Twitter and Facebook to create the most viral PSA of all time and over 10 million pledges to be safe around trains. Importantly, the campaign reduced accidents on the Metro network by over 20% in the first three months.