Metro Dumb Ways to Die

Metro Trains is running “Dumb Ways to Die”, an integrated advertising campaign designed to curb the number of train-related deaths in Victoria. The campaign is centred around a three-minute animated music video, highlighting the many dumb ways there are to die, with being hit by a train – a very preventable death – among them. The video and iTunes single are accessible online at, with animated gifs being released on Tumblr (, on radio, in posters on small and large space outdoor and throughout the Metro Trains network, with the lyrics to the song on the art work, and a TangerineKitty SoundCloud account with the single and ringtone.

Dumb Ways to Die

Click on the image below to play the Dumb Ways to Die video.

Dumb Ways to Die
Dumb Ways to Die site
Dumb Ways to Die - Toaster print ad
Dumb Ways to Die - Rattlesnake print ad
Dumb Ways to Die - Grizzly Bear print ad
Dumb Ways to Die - Piranha print ad
Dumb Ways to Die Helmet Off in Outer Space print ad
Dumb Ways to Die Antlers print ad

Dumb Ways to Die Credits

The Dumb Ways to Die campaign was developed at McCann Melbourne by executive director John Mescall, creative Pat Baron, animator Julian Frost, digital team Huey Groves, Christian Stocker, group account director Alec Hussain, senior account manager Tamara Broman, senior producer Mark Bradley, producer Cinnamon Darvall, composer/producer Oliver McGill, working with Metro Corporate Relations Leah Waymark and marketing manager Chloe Alsop.