McCann Melbourne’s Dumb Ways To Die campaign, which managed to gain overnight popularity on the web, generating hundreds of meme responses, ranked as the most-awarded campaign of the year at the 2013 Webby Awards, winning no less than seven awards:
- three Webby Awards, one for Animation and two awards in separate categories for Viral Video and Viral Marketing;
- and four People’s Voice Awards: for Viral Marketing; Animation; Viral Video; and Public Service & Activism.
Dumb Ways To Die was never meant as a viral campaign. Instead, it aimed to teach people how to be safe around Metro trains. John Mescall, executive creative director of McCann Australia and the creative director on Dumb Ways To Die, said in a press statement, “We never expected this video to be seen outside of Melbourne–let alone by the entire world.” But the video exceeded expectations, and contributed significantly to McCann Erickson’s success at the 2013 Webby Awards. The company won the most Webbys as a global agency, with 10 Webby awards.
Dumb Ways To Die is just this wonderful, magical piece of work that connects across every culture, language, demographic and geography, said Harris Diamond, CEO, McCann Worldgroup.
The campaign, has a dedicated interactive website, also featuring the video that made history, the song available for download or purchase on iTunes, and in-depth safety advice around trains.