Sometimes kids do dumb stuff near trains. They don't always listen to warnings but they do like catchy songs. So this is a catchy song that's sneakily about train safety.
Game
The video showed characters dying in silly ways. The follow-up mobile game gave players the chance to save them.
Protect private parts, clean up puke, feed fussy rattlesnakes, have patience at level crossings, collect characters for your train station, get silly level completion bonuses and take the Red Button safety pledge.
Print illustrations
Safety posters at train stations, etc.
Bits and pieces
The campaign also included a couple of holiday clips.
P.S. Metro Trains then transformed what was a not-for-profit PSA into a for-profit game and merchandise business, and subsequently sold the IP to a NFT/game company. I have no connection to this work creatively or financially.
Agency McCann Melbourne
creatives John Mescall, Adrian Mills, Pat Baron
game development Sam Baird
Awards
Annecy–Cristal for Best Commissioned Film
Webbys–Webby Winner Animation, Webby Winner Viral Video, Webby Winner Viral Marketing, People's Choice in Animation, Viral Video, Viral Marketing and Public Service & Activism
Design Museum London–inclusion in Designs of the Year 2014
Gunn Report—most awarded campaign in history of Gunn Report, most awarded film ad 2013, most awarded digital ad 2013, 3rd= most awarded print 2013
Cannes–Grand Prix Film, Grand Prix Integrated, Grand Prix Direct, Grand Prix PR, Gold Film - Viral Film, Gold Cyber - Video, Gold Cyber - Digital Campaign, Gold Cyber - Viral, Gold Branded Content & Entertainment - Integrated, Gold Outdoor - Public Health & Safety, Gold Promo - Public Health & Safety, Gold Promo - Social Media, Gold Direct - Public Health and Safety, Gold Direct - Social Media and Viral Marketing, Gold PR - Social Media, Gold Media - Branded Content, Gold Media - Social Media, Silver Cyber - Animation, Bronze Film Craft - Animation, Bronze Press - Public Health & Safety, Bronze Mobile - Public Information
D&AD–Black Pencil Integrated and Earned Media, Yellow Pencil Web Films, Yellow Pencil TV and Cinema advertising, Yellow Pencil Outdoor Advertising
One Show–Best in Show, Gold Pencil Branded Entertainment - Short Form, Gold Pencil Interactive - Online Films, Gold Pencil Advertising - Cinema Long Form, Gold Pencil Advertising - Integrated Branding / Public Service Campaign, Bronze Pencil Advertising - Public Service / Newspaper, Interactive Merit - Websites / Public Service, Advertising Merit - Public Service / Newspaper
Ciclope Advertising Craft Festival–Gold Character Design, Gold Mobile App, Silver 2D Animation, Bronze Website Design
Animpact–Korean Jury Award
Anima Mundi–Best Commissioned Film
New York Festivals–Grand Prix Film, Gold Public Service Digital, Bronze Public Service Outdoor
London International Advertising Awards–Best in Show, Gold Design - Branded Content, Gold Digital - Branded Content, Gold Digital - Public Service x2, Gold Digital - Viral, Gold Digital - Mobile Apps, Gold Digital - Visual Design, Gold Integration, Gold Non-traditional - Public Service, Gold Non-traditional - Branded Content, Gold TV/Cinema/Online Film - Branded Content, Gold TV/Cinema/Online Film - Public Service, Silver Music Video - Animation, Silver Music Video - Best Music Video, Silver Poster - Art Direction, Silver Poster - Public Service, Silver Print - Art Direction, Silver Print - Illustration, Silver TV/Cinema/Online Film - Social Media, TV/Cinema/Online Film - Animation, Bronze Poster - Illustration, Bronze Print - Public Service
Clio–Gold Online Film, Gold Integrated, Gold Digital, Silver Animation
AWARD–Gold Film Craft - Animation, Gold Film - TV 30 secs+, Gold Print Craft - Illustration, Gold Digital - Online Film, Gold Integrated, Gold Posters - Outdoor Campaign, Gold Print - Newspaper Campaign, Gold Promo - Social Media, Gold DM - Integrated, Gold Digital - Charity, Gold PR - Integrated, Silver Digital - Social Media, Silver Digital - Design Craft, Silver Digital - Mobile Games,
Spikes–Grand Prix Film, Grand Prix Film Craft, Grand Prix Digital, Grand Prix Integrated, Grand Prix Promo, Gold Film Craft - Animation, Gold Branded Content - Integrated, Gold PR - Social Media, Gold PR - Non-corporate, Silver Branded Content - Gaming, Silver Outdoor - Billboards x8, Bronze Print Craft - Art Direction x8, Bronze Print - Public Service x5
ADMA–Grand Prix, Gold Direct Digital, Gold Integrated, Gold Online Advertising, Gold Online Video, Gold Craft - Art Direction, Gold Out of Home, Gold Charity - Effectiveness, Gold PR - Effectiveness, Silver Apps, Silver Direct Digital, Silver Social Media, Bronze Website
AdNews Awards–Ad of the Year 2012, Campaign of the Year 2012
Adfest–Grand Lotus Film, Gold Interactive - Viral, Gold Integrated, Gold Integrated - Earned Media, Gold Promo - Games, Silver Mobile - Games, Silver Outdoor - Transit, Bronze Interactive - Art Direction
TED–inclusion in TED's 10 Ads Worth Spreading 2013