Dumb Ways to Die

Why I’m curious:

This campaign has taken Cannes by storm, winning;

3 x Grand Prix Lion (Direct, PR, Radio), 13 x Gold Lions & 1 x Silver Lion – with more to come…

I can honestly say I am surprised (even shocked) at its success. Was it a dud year at Cannes? I know the results seem staggering, even after you weed out the ‘global impact’ fluff and focus on its effectiveness with what actually it set out to do – train safety in Melbourne.

You have to give the client (and agency) respect for what would have seemed very risky (or complete nonsense) as a scamp. Obviously this whole campaign depended on the song/video and its ability to be ‘liked’.

Can’t help but think that this is more a case of blind luck than anything else…


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