“The most shared ad of all time” claims McCann Australia and unless you have a contender with more than 200 million views and five million shares, you are not competitive. What made it so popular is a mix of a catchy tune, simple but distinctive animation, and offbeat humor, all as a counterintuitive way of making a very serious point about deterring people from having accidents or worse on the metro.
Agency: McCann Erickson, Melbourne
Creative Direction: John Mescall
Art Direction: Pat Baron
Copywriter: John Mescall
"Edgy, funny and serious, all at once. This campaign is still a game-changer."
- Diogo Borges, Executive Creative Director, XELEMENT Dubai
The snowball of awards recognition includes 28 Cannes Lions alone (is there no such thing as too much for one work?). The song also charted around the world. The irrepressible film, which ran on social rather than paid media, was an idea that also worked across print, radio, a website, and a chart-topping app game. In 2021, part of the Dumb Ways to Die franchise was sold for A$2.25m.
"It’s so brave to talk about safety by talking about dying, humor and cuteness included! I still find myself singing the song from time to time."
- Laura Rapela, Executive Creative Director, GUT Buenos Aires
"You can’t watch this film and not smile. No huge budgets, production values or celebrities. Just a super memorable, dark-yet-joyful earworm. A very important message delivered in the most unexpected way, and it went viral before viral was even a thing."
- Julie Scelzo, Chief Creative Officer for Global Clients, Dentsu Creative and Chief Creative Officer, Dentsu Creative Chicago
