Dumb ways to Die – Case study

This campaign is about Train safety and it won big at the Cannes advertising festival ….it rang up 50 million views on YouTube, became a hit song on Australian radio as well as a Smartphone game.

The three-minute short co-produced by Melbourne private rail service Metro Trains to teach people to be careful around trains, ‘Dumb Ways to Die’, has notched up more than 50 million views on YouTube since its release in November 2012, sparked hundreds of parodies and even become a smartphone game.

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