Dumb Ways to Die

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Dumb Ways to Die ( Engl. "Stupid ways to die") is a safety campaign of Metro Trains in Melbourne , Australia , in order to prevent accidents in which people stand too close to the platform edge, so they carried away by the suction of passing trains and to death can come. The campaign based on viral marketing was developed by the McCann advertising agency in Melbourne.

The campaign attracted particular attention through the music video of the same name , which was released in November 2012 and in which cartoon characters are killed in different, often brutal ways. The music comes from Ollie McGill from the group The Cat Empire (text by John Mescall), the animations by Julian Frost, producer was Cinnamon Darvall. The singer is Emily Lubitz from McGill's other band, Tinpan Orange . The song was offered on iTunes under the band name Tangerine Kitty . On the day of its publication, the song reached number 10 on the iTunes charts, four days later it reached number 6 worldwide. The video for the campaign was viewed almost 25 million times on the YouTube video platform in the first ten days.

In mid-2013 a mobile app of the same name with 15 (optionally only 14) mini-games for the mobile operating systems Apple iOS and Android was published.

reception

The unusual campaign was received in the media around the world. Arlene Paredes of the International Business Times called the video "the cutest public service announcement ever".

In 2013 the video won a Webby Award and it was also a winner at the International Festival of Creativity in Cannes.

Web links

Individual evidence

  1. ↑ Metro's tongue-in-cheek transport safety animated video goes viral on social media , The Age. 19th November 2012. 
  2. ↑ McCann's dumb ways to die ( Memento of November 19, 2012 in the Internet Archive ), Australian Creative. Retrieved December 22, 2012
  3. ↑ Internet Hit: Stupid Ways to Die , SRF3. Retrieved December 22, 2012
  4. ↑ McCann creates Australia's biggest ever viral hit , B&T Marketing & Media. November 10, 2012. Archived from the original on November 29, 2012. 
  5. ↑ Adorable, Yet Horrifying Metro Trains Safety Video Quietly Becomes A YouTube Sensation , Gizmodo. 19th November 2012. 
  6. ↑ Dumb Ways to Die on the App Store on iTunes. In: itunes.apple.com. Retrieved March 8, 2014 .
  7. ↑ Dumb Ways to Die. Android apps on Google Play. In: play.google.com. Retrieved March 8, 2014 .
  8. ↑ Viral Video with 8M Views: “Dumb Ways to Die” Melbourne Metro Ad - Cute, Twisted, Brilliant , International Business Times. November 20, 2012. Archived from the original on January 25, 2013. 
  9. ↑ http://winners.webbyawards.com/2013/interactive-advertising-media/individual/viral-marketing (link not available)
  10. ↑ Most successful Cannes campaign: Five Grand Prix for "Dumb Ways to Die" , derstandard.at. June 23, 2013.