Metro Trains is continuing the award-winning Dumb Ways to Die campaign with short commercial designed for Valentine’s Day. Two animated characters demonstrate that giving your heart to your beloved can be risky. The campaign also includes the production of a set of plush toys from the original music video. The toys will be sold globally, and be available in sizes from tiny to ridiculously huge. Every toy will be tagged to link back to the Dumb Ways to Die website.
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.
The toys were produced at Commonwealth Toys and Novelty.