Metro Trains Melbourne — Dumb Ways to Die, 2012— McCann Melbourne
Dumb Ways to Die
- Brand:
- Metro Trains
- Agency:
- Mccann Melbourne
2013FilmVideo · YouTube
Timeless principle
Make the message people avoid into something they repeat.
The idea
Hide a rail-safety warning inside an irresistibly cheerful song about absurd deaths.
Why it works
Cute characters and a sweet melody lower every defense around a grim subject. The final shift to railway behavior lands because the audience has already learned the chorus. Safety communication becomes entertainment without losing the warning.
