Metro Trains: Dumb Ways to Die

Submitted by: Shareena Patel 10/02/2016

The 2012 multiplatform campaign to prevent accidents on the railways in Australia was one of the most successful campaigns of the modern age.

Metro Trains: Dumb Ways to Die

The results were staggering: a video that was viewed 60 million times on YouTube, an app downloaded over 18 million times, $60 million of earned media impressions, a song that charted on iTunes in 28 countries selling over 100,000 copies and, more importantly, a reduction in rail-related accidents by 20% year-on-year. But while these figures are impressive, it’s easy to forget that a major part of the campaign was in print, with the characters providing the inspiration for a series of refreshingly simple – and literal – executions.

“This campaign is super-integrated,” explains Andreas. “It’s a public service message that doesn’t use the usual scare tactics, which you tend to look away from. This is taking a piece of information and turning it into entertainment, acknowledging that we’re talking to an audience that doesn’t necessarily want to be told what to do and using that to our advantage.” “The printed pieces of this campaign have that beautiful poster effect to them. They’re part of a bigger campaign but also effective standalone pieces. They’re fun, entertaining and beautiful, and work really well as both posters and print ads.”

McCann Melbourne