Melbourne’s Metro Trains and McCann’s ‘Dumb Ways To Die‘ has been named the best advertising campaign in the world – and the history of the International Festival of Creativity – at the industry’s annual academy awards at Cannes, where it has taken out every category it was nominated in.
Overnight the endearing PSA, which went viral in November 2012, took out an historic five grand prix awards, making it the most rewarded (and rewarding) campaign in competition; scooping the film, radio, PR, direct and integrated categories. Additionally, it won two gold awards for branded content and entertainment, and a gold, silver and bronze for film craft. B&T are reporting that it has won 28 Lions overall.
The campaign’s extensive output included a free iPhone/iPad game, a GIF-heavy tumblr, and both karaoke and downloadable versions of the song on iTunes.
Featuring a catchy ditty performed by Tangerine Kitty, composed by The Cat Empire’s Ollie McGill and (UPDATE) illustrated by Julian Frost, the universally adored video has – at the time of writing – racked up some 50,438,944 views on YouTube.
Play it again, Tange.
via The Guardian UK