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
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.