So far, the video has generated 60 million YouTube views. "The video went nuts from Day One, but then had a really long tail: Even 10 months after it launched, it still appears in the top 20 most-shared global ads on the weekly charts," he said. We made it easy to share in bite-size chunks, launched it across many platforms and with a karaoke version to encourage parodies and tributes." "The blob people don't have race or sex attached to them. To maximize shareability, "we gave it universal appeal with grizzly bears, piranha, rattlesnakes and the like," said Mr. The main film launched online featured adorable, amorphous characters and a catchy tune - key parts of the strategy to promote virality. It was the counterintuitive nature of the idea, the weirdness and positivity of the execution, the sheer joy of the song and the video, and the attention to detail across all elements of the work that ensured its success." "For the simple reason that we figured if traditional PSAs repel people, then we should really try to create one that attracts them. "Pretty early on, we decided we'd try to create entertainment rather than advertising," he said. The Metro clients, General Manager-Corporate Relations Leah Waymark and Marketing Manager Chloe Alsop, didn't want the typical gloom-and-doom public-service ad, which can be a big turn off for people, Mr. We break down the multiple components and strategic core here, with the help of Mr. While most people are familiar with the cutely morbid video that anchored the work, there's a lot more to the campaign. 3 slot on this year's most-awarded advertisers list and its creators, Exec Creative Director John Mescall, Creative Director Pat Baron and Director Julian Frost, to the top of the people charts. The success of "Dumb Ways to Die" propelled Metro to the No. McCann Melbourne's effort for Metro Trains used that combination to reach the top of our annual most-awarded ad campaigns list, earning best-of-show wins throughout the awards season and a record-breaking five Grands Prix at the Cannes Lions International Festival of Creativity. But thoughtful integration and a close adherence to strategy help, too. Together, McGill and Lubitz became Tangerine Kitty, which is credited for the track on both YouTube and iTunes.How do you create the winningest campaign of the year? Creativity, obviously.
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Emily Lubitz of Tinpan Orange provided the vocals, adding the touch of ironic playfulness needed to pull off a cheery song about death. Mescall wrote and tweaked the lyrics of the song himself before commissioning Ollie McGill of the Cat Empire to turn them into a catchy tune. The result - the colorful, three-minute “Dumb Ways to Die” clip - is set to a cheerfully morose jingle and features a cast of equally cheerful animated characters singing about dying in increasingly absurd scenarios, with only a slight nod to Metro at the end. So we thought about what the complete opposite of a serious safety message would be, and came to the conclusion it was an insanely happy and cute song.” Dumb Ways to Die was created by a small team of Melburnians who are part of the bigger team that operate the train network in Melbourne, Metro Trains Melbourne.
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“We knew we had to do something not only different, but very sharable. “The brief from the client was to create something that would get the idea through to young people that dangerous behavior around trains was a very bad idea,” says John Mescall, executive creative director of McCann Worldgroup Australia. The campaign was created by ad agency McCann on behalf of Down Under’s Melbourne Metro.
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14, the clip, titled “Dumb Ways to Die,” has racked a staggering 30 million views, leading to dozens of user-created covers and, in turn, sales. A public safety video for an aboveground railway system in Australia has found some unexpected traction after becoming a viral hit on YouTube.