Metro Trains Melbourne, whose “Dumb Ways to Die” campaign won Direct and PR Grand Prix awards at Cannes 2013, recently launched the Dumb Ways to Die game as a smartphone app. Dumb Ways to Die is now a frantic action game that expands on scenes from the video. Tap, swipe, tilt and blow through one minigame after another and save as many characters as you can. Why is his hair on fire? Who cares, just RUN! Quickly wipe your screen free of puke. Balance that wobbling glue eater. Flick the piranhas out of range of those precious private parts. Swat wasps before it’s too late. Carefully remove forks from toasters. Keep the idiots away from the edge of the platform. And who knew rattlesnakes were so picky about mustard? Users are challenged to perfect their dumb-death prevention skills to unlock the full set of characters for their train station, earn their own local copy of the original video, and compete against friends and highly skilled strangers on the Game Center leaderboard.
The Dumb Ways to Die campaign was developed at McCann Melbourne by creative director John Mescall, art director Pat Baron, group account director Adrian Mills, account director Alec Hussain. Animation and character design is by Julian Frost. The Dumb Ways to Die song is by John Mescall and Ollie McGill. The app and game was developed at Barrel Of Donkeys by Sam Baird (game design and programming) and Julian Frost (art work and audio).