Australia’s most awarded and talked about campaign in recent years is the Metro Trains ‘Dumb Ways to Die’. Indeed, this campaign by McCann Melbourne has achieved near-legendary status in advertising circles.
The campaign launch centred around a melodic music video featuring animated creatures who die in comically unintelligent ways, before finally highlighting that due to train predictability, accidental death due to contact with trains is quite possibly the dumbest way of all.
The seemingly simple brief on rail safety awareness achieved cult success on a global scale, in which the characters are now almost universally recognised. But one must ask the question: was the campaign truly effective? Did the campaign function to save lives?