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 DumbWaysToDie.com, with animated gifs being released on Tumblr (dumbwaystodie.tumblr.com), 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.
Click on the image below to play the Dumb Ways to Die video in YouTube (HD)
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.