2013 Results

CAT 10 - Public Interest (FLM)


McCann Melbourne (AUSTRALIA)

Metro Trains: "Dumb Ways to Die"10-01434-FLM

Agency (& City): McCann Melbourne

Executive Creative Director: John Mescall

Creative Director(s): Pat Baron

Copywriter(s): John Mescall

Art Director(s): Pat Baron

Agency Producer(s): Mark Bradley/Cinnamon Darval

Illustrator(s): Julian Frost

Account Director: Alec Hussain

Group Account Executive: Adrian Mills

Planner: Adrian Mills

Short explanation

Being unsafe around trains is the Dumbest Way to Die. Rather than use shock tactics, we used entertainment and branded content to engage our audience, and then convinced them to pledge to be safe around trains.

First we launched a song on iTunes and a music video on YouTube. Then a book, a smartphone game, interactive outdoor posters, radio advertising and tumblr GIFS. A karaoke version of the song was even played on train stations. All channels led to our website, where people could learn more about safe behaviour around trains and take the pledge to not be dumb.


Metro Trains Melbourne is the franchise operator of the suburban railway network of Melbourne, Australia.