A catchy song, unspeakably cute characters and pointless violence – if ever there was a recipe for viral success it’s this. And McCann Melbourne has cracked it in the jaunty safety campaign ‘Dumb Ways to Die’ for Metro Trains.
Since being unleashed onto Youtube five days ago, the video has garnered nearly 6.7 million hits on YouTube, nearly 19,000 downloads on SoundCloud. The song, written by Oliver McGill, takes its lead from the Darwin Awards, listing the many silliest ways a person could possibly die, before suggesting that messing about on trainlines may well be the stupidest way to go.
The campaign also includes outdoor and print, as well as a digital execution that allows viewers to get interactive with their grizzly deaths.