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. It has been watched more 320 million times.
ROLE: Direction, character design, animation
AGENCY: McCann Melbourne
CREATIVES: John Mescall, Pat Baron, Adrian Mills
AGENCY PRODUCER: Cinnamon Darvall
MUSIC: Ollie McGill
Print and outdoor placements.
ROLE: Illustration
AGENCY: McCann Melbourne
COPY: John Mescall
ART DIRECTION: Pat Baron
After the video had become successful Sam and I were asked to make a Dumb Ways to Die mobile game. Inspired by Warioware, we took scenes from the video and turned them into micro-games, with the aim of making people interact with their phones in as many silly ways as possible. It reached #1 on app store charts worldwide, was downloaded over 100 million times, spawned a game franchise that continues to this day, and was apparently Kate Moss's favourite app.
ROLE: Game design, artwork, audio
DEVELOPMENT, AUDIO: Sam Baird
AGENCY: McCann Melbourne
Here are the awards that Dumb Ways to Die won, that I know of:
CANNES: Grand Prix Film, Grand Prix Integrated, Grand Prix Direct, Grand Prix PR, Grand Prix Radio, 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
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
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
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
