Advertiser: MetroAgency: McCann MelbourneCountry: Australia
Objectives
Introduction.
In late 2012, the cultural phenomenon that is Dumb Ways to Die was released on the world. Initially taking the form of a music video, supported by a number of complimentary media (including TV, Radio, iTunes PR, Social, Outdoor and even a kids book), the campaign designed to reach the youth of Melbourne, Australia quickly became a piece of pop-culture, enjoyed by young and old the world-over.
While the campaign was initially designed to run for a 6 to 12 month period, the public appetite for our message...