Dumb Ways to Die
A video by Metro takes a very cute and cuddly approach to the issue of safety around trains.PT3M0S http://www.dailylife.com.au/action/externalEmbeddedPlayer?id=d-29fy3 620 349 November 16, 2012
Metro Trains' public service announcement Dumb Ways to Die has proved itself a smart advertising campaign, sweeping the field at the Cannes Lion International Festival of Creativity awards in France.
The multimedia campaign, featuring frolicking shapes singing about ridiculous deaths, picked up a swag of awards at the weekend - including the Integrated Grand Prix and Gold Lions for branded content and film craft. The additional awards follow Grand Prix prizes in the film, direct marketing and radio categories awarded last week.
The campaign, by agency McCann, won five Grand Prix awards. The Melbourne entry was up against ad campaigns from across the globe - including campaigns for the 2012 London Paralympics and Dove Beauty.
Its featured song, written by The Cat Empire's Ollie McGill and performed by Tinpan Orange's Emily Lubitz, has charted on iTunes in 28 countries. Since its launch in December the video has been watched more than 50 million times on YouTube.