![]() “Dumb Ways to Die”, is an integrated advertising campaign designed to curb the number of train-related deaths in Victoria. Or if you have a news story or tip-off, drop us a line at up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.McCann Australia for Metro Trains Melbourne – Is “Dumb Ways To Die” the new “Chipotle”? Posted: Decem| Author: fra30774 | Filed under: Animation, Australia, Case History, Copywriting, Design, Digital, Graphic, Graphic Design, Illustration, Press/Outdoor, Social, Viral | Tags: Animation, be safe around trains, Case History, Chipotle, Digital, Dumb Ways to Die, Edward Gorey, funny, Is "Dumb Ways To Die" the new "Chipotle"?, John Mescall, Julian Frost, McCann Australia, Melbourne Metro, metro trains, Ollie McGill, The Gashlycrumb Tinies, Viral | Leave a comment Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.Ĭomments using the form below or contact the writer at something to say on this? Share your views in the comments section below. ![]() Yesterday, leading creatives praised the video as a strong piece of branded content. Keyboardist and Cat Empire member Ollie McGill and sung by The idea, the lyrics, the music and the animation are all equally Thing feels joyfully subversive is probably the key to its success. But you don't expect 10 million views in five days. Shared because it had the perfect mix of contentiousness and Was expecting some success, it wasn't predicting nearly 12 millionĬampaign has been well received but you can never predict the speedĪnd take-up which, in this case, has been amazing.įeedback being posted that the safety message is not being lost which Parents, so we wanted to engage with young people in a way we think Weįelt images of body bags were more likely to have an impact on their Way to reach young people who see themselves as indestructible. The success of this campaign," Waymark said. One life or avoid serious injury, then that’s how we’ll measure With us making light of what is a serious topic, but if we can save Hopeful its message will resonate with youth. Position on digital was "critical, especially when targeting theĪbout the campaign's light-hearted portrayal of death and said it was Song would not work for all brands and would not have worked for the Performance and an improved customer experience, so we can take The brand is now at a point where we have very strong operational Leah Waymark said: "We've had a unique opportunity to establishĪ brand from scratch over the past three years and the evolution of Worked for the brand in the past and wasn't suitable for all It also admitted the approach wouldn't have ![]() Non-traditional marketing themes thanks to greater brand awareness I can't say exactly what we'll be doing with this campaign in theįuture, we definitely won't stop trying to inform Metro's customersĬontinue to use irreverent ads in the future and explore McCann have been working together to make sure that Metro's customersĮnjoy the advertising, and this is the latest campaign in a Mescall said that while he wasn't able to divulge all the details, aįollow-up to the campaign may be on the cards. Under 25's currently spanning across several platforms. Million hits (as of midday on 21 November 2012) since its 16 November launch, while its theme song hasĮntered both the local and international Top 10 iTunes charts.Ĭreated by McCann and is part of a broader campaign aimed at the With Metro Train's 'Dumb Ways to Die' video swelling to 12 million views on YouTube, both the agency and the brand have hinted at a possible sequel to the popular animated push.Ĭharacters exploring various ways to die, had amassed over 12.7
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