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McCann Melbourne’s Dumb Ways To Die


Metro Trains safety song goes viral

McCann Melbourne’s Dumb Ways To Die


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.
Agency: McCann Melbourne
ECD: John Mescall
Creative: Pat Baron
Animator: Julian Frost
Digital Team: Huey Groves, Christian Stocker
Account director: Alec Hussain
Senior Account Manager: Tamara Broman
Senior Producer: Mark Bradley
Producer: Cinnamon Darvall
Composer/producer Oliver McGill
Metro Corporation relations: Leah Waymark
Marketing manager: Chloe Alsop
view more - Creative
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McCann Asia Pacific, Mon, 19 Nov 2012 10:55:00 GMT