Metro: Dumb Ways to Die
Agency: McCann Melbourne
Advertiser: Metro
Authors: Danish Chan and Adrian Mills
Total Campaign Expenditure: Under $500K
Executive Summary
"Dumb Ways to Die" turned a message about rail safety that our target needed to hear into a cultural phenomenon people wanted to engage with. Our strategy was built on a simple premise: give people a reason to listen to us by creating content worth their attention. Safety around trains would become front of mind by treating our communications like entertainment, not advertising. In four months, the campaign became the 3rdmost...