Patrick Baron

Creative Solutions

Dumb Ways To Die. Metro Trains.

Folio

Trains travel in a straight line. If you get hit by one, you’ve probably done something pretty silly, which makes getting hit by a train one of the dumbest ways to die.

Youtube video.

The video has now amassed over 300 million views and 5 million shares, making Dumb Ways to Die the most shared ad of all time.

Case film.

Dumb Ways To Die was awarded 5 Cannes Lion Grande Prix and 18 Gold Lions.

Dumb Ways to Die remains the most awarded campaign in history (with 28 Cannes Lions alone, including five Grands Prix) and saw McCann Melbourne named the most awarded agency in the world.

Song.

Within 24 hours of its launch on 16 November 2012, the Dumb Ways to Die song reached the top 10 chart of iTunes and was ranked number six on the singer/songwriter category on the global iTunes chart just 48 hours later. It would later pass ‘Diamonds’ by Rihanna at the top of the charts.

Mobile game.

The first game app climbed to number one in 22 countries including the US, UK, Canada and Australia, with over 103 million downloads and 7 billion unique plays coming from every country in the world. Over 80 million people from around the world pledged to be safe around trains and nearly four billion mini-game plays in just three months.

Outdoor.

Rather than a typically earnest public service announcement, a mix of offbeat humour, a catchy tune and a collection of amiable animated characters launched our message as an online music video under the compelling title Dumb Ways to Die.

Supported by an integrated advertising campaign, it spawned a plethora of global parodies and spin-offs, garnering massive global media attention for Metro Trains and its safety message.

Of course, we never imagined it would be such a huge global hit.